Warner Makes Music with Multi-Million $$$ Promo

Max Lenderman

David Goodman, VP-special projects at Warner Bros. Domestic Pay TV, calls the marketing campaign "the ultimate in 'one plus one equals four.'" His company has teamed up with American Express and 100 Tower Records outlets nationwide to tout its "Hard Rock Live Presented by American Express" series on VH1.

The six-month multi-million dollar push for the series - which appears four times a week on VH1 and overseas on TNT Worldwide - gives a winning situation for the network, the sponsor, the artists and the retailer.

For three months of the promo, Tower Records will offer an exclusive $2 discount on thousands of CD releases, including the artists who appear on VH1's concert program, in the card members' monthly statement. Tower will also air video loops of some of the acts seen on the Hard Rock concert series. According to Louise Solomon, special projects manager for Tower Records, the music retailer will also individually customize two-dimensional POP displays at each of the chain's stores, using an in-house artist to highlight all upcoming air dates on VH1. Tower will also run a half-page ad in its free weekly magazine Pulse to promote the series.

In exchange for Tower's participation, the music chain will be featured in a minimum of 100 ten-second spots on "Hard Rock Live Presented by American Express," as well as national advertising in print, newspaper and on-air exposure.

"Tower and American Express understand the importance of creating big picture marketing concepts that directly reach our target audience," said Laura Albers, director-marketing at Warner Bros. Domestic Pay TV. "We believe this effort enhances the profile of the series' artists and will be integral in driving record sales."

Big picture marketing it is. According to Goodman, Warner Bros. took "Hard Rocks Live Presented by American Express" to another level by hyping the show in Hard Rock restaurants throughout the world.

"The reason for this type of campaign is the names that are involved in it. This campaign gathers a number of recognizable names, like Hard Rock Cafe and VH1, which has been growing steadily," Goodman continued. "American Express is as blue chip as you can get, and the artists are known all over the world. Because of all of these components, we have a number of opportunities."

So far, Tower has not signed on for the global push, although the company has 219 stores worldwide. But, Solomon hinted, "the potential for an international tie-in is there."