George Strait Country Music Festival
Working closely with SFX/Clear Channel, FWV was instrumental in the "experiential"
success of the George Strait Country Music festival as we executed programs for
three clients. Pemmican headed "strait" to the heart of consumers as the
associate sponsor of the Festival, an arena concert tour traveling to 15 cities each
year. FWV developed an extensive radio trade-for-mention program to reach
country music listeners and drive traffic to the ultimate product and concert
experience at the Pemmican Autograph Pavilion. FWV negotiated 46 free radio
promotions in 26 cities over two years, generating $1.4 million in earned media
coverage and helped Pemmican to increase brand sales 13% during this period.
With George in his Wrangler Jeans, the Festival provided a built-in product
exposure and customer entertainment option for Wrangler Western Wear. And
with the Jack Daniel's Family of Brands sponsoring the Lynchburg Lemonade side
stage, consumers were exposed to the various brands of Brown-Forman Spirits.
Widespread trade media coverage increased sales and generated business for
promotional partners.
Slim Jim Rebelliache Tour
Slim Jim's sick and twisted music tour featured buzz alternative and hip hop artists,
bizarre entertainment and obnoxious games traveling to the streets and hangouts
of teenagers nationwide. Rebelliache took the Slim Jim snack "out of stomach"
and FWV spread the message to national and local media. This program exceeded
initial public relations projections by 135% or $674,922.
Dave Mirra BMX Super Tour
BMX Champion Dave Mirra created his own bike tour traveling coast-to-coast to
BMX parks and venues on the 16-city Dave Mirra BMX Super Tour, presented by
Slim Jim. The behind-the-scenes content of the Dave Mirra BMX Super Tour was
televised on co-sponsors ESPN and ESPN2 and promoted by FWV to capture the
attention of young males, avid sports fans and media.
X Games and Gravity Games
Slim Jim conducts guerilla marketing activities at top action sports events each
year to create perceptual sponsorship to reach teen consumers. FWV partners
with street teams, radio stations and conducts media relations for Slim Jim
spokesman BMX rider Dave Mirra to yield free product sampling and increased
brand association at each event. Through this extreme sport sponsorship
involvement, FWV maintains a first hand view of America's youth culture.
NBA Hoop-it-Up
The largest 3-on-3 basketball tournament in the world, Hoop-it-Up travels to 40
markets each year, targeting urban teenagers. Slim Jim sponsored the grassroots
tour for three years, incorporating the Slim Jim Snap Shot game, Slim Jim Guy
inflatables and free samples on-site. FWV added value via special appearances by
Macho Man Randy Savage and in-market media relations.
Tijuana Mama "Size Matters" Tour - Daytona Bike Week to Sturgis Rally
What do you get when you cross Big Mamas with over one million bikers and motorcycle
enthusiasts? A new consumer. FWV developed a grassroots sampling program
bringing the largest pickled sausage on the market to hungry Harley enthusiasts participating
in a lifestyle-driven activity across the country - biker rallies.
FWV creates and deliver simpactful PR programs for our clients' events, targeting specific
industry trade, marketing/advertising trade, as well as consumer and business media.
Jim Rome World Tour
Jim Rome greets thousands of his "clone" fans in their hometowns on the Jim
Rome World Tour. As sponsor of the Denver tour stop, DAVID Seeds fit right with
Rome's sidesplitting sports "smack" talk with its own seed spitting contests. FWV
developed on-site games, event sampling and media relations to maximize the
value of sponsorship.
Arbor Mist Spring Fever
To launch Canandaigua Wine Company's new fruity, "fun" wine Arbor Mist, FWV
established a program to take the brand directly to 21-35 year-old females and the
media. The six-market Spring Break "Spring Fever" promotion featured on-premise
bar and club promotions, a live music tour, the Arbor Mist Girls sampler models,
sweepstakes entry giveaways, games, premium giveaways and radio trade-for-mention
promotions. FWV also launched Arbor Mist to trade media via sampling and
promotions at high-profile wine tasting and culinary events nationwide, including
Aspen, Miami, Chicago, Dallas, San Francisco and New York. Through this launch
program, Arbor Mist sold over one million cases in the first 100 days, over six
million cases in the first year, and became the top-selling table wine in the country.
"K" Hard Cider National Launch
Canandaigua Wine Company introduced "K," a new hard cider product imported
from the U.K. FWV worked with the K brand team to develop a program to reach a
sophisticated, urban, male and predominately black consumer. FWV created a multifaceted
marketing and public relations program that included sponsoring R Kelly,
product sampling in clubs and at outdoor events, national radio trade-for-mention
program, multi-city consumer media tour and targeted trade media relations.
Austin Crackers - Dolphins & Friends Snacks
FWV was charged with increasing brand exposure and positioning Dolphins & Friends
as the preferred brand in the rapidly growing shaped cracker category. Strategies
included generating national earned media, stimulating consumer trial and organizing
special events to increase trade and consumer awareness of Dolphins & Friends.
FWV coordinated targeted sampling opportunities and developed brand mascot
"Daphne the Dolphin's" personality and likeness to be a true symbol of the brand:
fun, friendly and adventuresome. FWV's efforts contributed to Austin's ability to
attract the attention of Keebler, the second largest cookie and cracker manufacturer
in the U.S. Keebler acquired Austin in January, 2000, complementing Keebler's product
lines and sales channels while keeping Austin's brands intact.
Panoptx Windless Eyewear Harley-Davidson Tour
Panoptx Windless Eyewear is a goggle and sunglass in one. FWV raises awareness
among targeted sports enthusiasts via speed tests at major motorcycle rallies
across the country and at Panoptx' #1 retailer, Harley-Davidson dealerships. FWV
increases Panoptx's presence via event marketing, radio giveaways and product
reviews in motorcycle magazines.
Super Bowl XXXV - Tampa Bay
FWV generated national television coverage via product placements of client
Marine Max including on-boat segments for CNN/SI, HBO Sports & The Early
Show on CBS.
National Horse Show
New York's Madison Square Garden featured the National Horse Show, November
3-5, 2000. The show included an all-star performance by the Professional Bull
Riders (PBR) featuring the top-ranked bull riders in the world and performances by
the Black Stallion and the Arabian Nights. FWV was charged with increasing the
awareness of the National Horse Show, specifically to promote the show and assist
in the sale of tickets for the three-day event. FWV also coordinated on-site media
relations, including press room management and press conference organization.
The Wrangler National Finals Rodeo (NFR)
The "Super Bowl" of rodeo held at the Thomas & Mack Arena brings over 250,000
rodeo fans to Las Vegas for 10 days each December. At the sold-out Wrangler
NFR, the world's greatest rodeo athletes compete for the sport's highest purses
and most prestigious titles. FWV supports Wrangler, Jack Daniels &
The Professional Rodeo Cowboys Association at this major event.
Wrangler Sponsorship of NFR
FWV promoted the title sponsorship of the NFR by announcing the three-year deal
at the NYSE alongside deal partner, Professional Rodeo Cowboys Association
(PRCA). FWV also generated NFR media coverage in national TV, radio and magazine
publications, generating over $2 million in print and broadcast media value.
Earned media included a one-hour prime time episode of 48 Hours on CBS. FWV
coordinated endorsee athlete interviews on a national syndicated talk show (Imus
in the Morning) in-studio and via phone and national print publications (including
USA Today, Details, Self) in addition to autograph signings.
Jack Daniel's and the Hard Rock Hotel
Working closely with creative director Warwick Stone, FWV coordinated three
major events with the Las Vegas Hard Rock Hotel: a celebrity blackjack tournament
with live radio coverage, a Trick Pony concert including radio interviews and a VIP
steak dinner - all highlighting Jack Daniel's product and promoting the Jack
Daniel's Pro Rodeo Cowboys Association (PRCA) sponsorship.
Jack Daniel's Sponsorship of Pro Rodeo Cowboys Association (PRCA)
Jack Daniel's is credited as the "Official Spirit Sponsor of the PRCA." To leverage
national sponsorship at the grassroots level, FWV targeted 75 PRCA events on
behalf of Jack Daniel's, negotiating and executing on-site brand exposure, pre- and
post-event promotions, on-site promotions, ticket giveaways, prime product selling
points and proper sponsorship fees. In addition, FWV assisted the Jack Daniel's
sales force in event coordination. Through this sponsorship and FWV's efforts, Jack
Daniel's is now the undisputed spirit of choice within the western lifestyle.
Texas Stampede (Wrangler Pro Tour Summer Finale)
FWV invited mainstream media to witness the "new rodeo" at the $20 million
American Airlines Center in Dallas. Some of the best rodeo athletes partnered
with some of country music's best performers for four days of entertainment.
Wrangler Western Wear "Hall of Champions" Event
On behalf of Wrangler Western Wear, FWV invited the 12 All-Around World
Champion Cowboys, Wrangler endorsees and Professional Rodeo Cowboys
Association Hall of Fame inductees to be honored at the "Hall of Champions"
awards dinner. FWV coordinated the event from start to finish, including designing
and disseminating invitations, distributing pre-event media alerts, post-event press
releases and serving as the contact for attendees, hotel staff and PRCA staff. This
event served to reinforce Wrangler's commitment and passion for the sport of pro
rodeo and its athletes.
The Central Intercollegiate Athletic Association (CIAA)
FWV is the marketing agency of record for the nation's leading historically black
conference. In addition to completely reinvigorating the CIAA brand over the past
five years, we have managed all sponsor integration programs on behalf of the
CIAA corporate partners (including Coca-Cola, Ford, Bank of America, Reebok and
Food Lion). Campaigns include CIAA Campus Tours for college students such as
the Hip Hop Hoops Tour, Happy Hour Promotions for young professionals, Tailgate
Parties at Football Classics, Web site promotions, radio trade promotions, a CIAA
mobile marketing program and distribution of posters, banners, flyers and other
merchandise on campuses and in communities. FWV helped the CIAA earn over
$3.1 million of media exposure in the past year and attendance at the annual
tournament has increased over 90% in the past two years.
Ford No Boundaries Ultimate Black College Football Road Trip
The Ford Road Trip is a program in which two Historically Black College and
Universities (HBCU) graduates travel the country in a Ford Explorer to attend all the
top "Classic" black college football games, promoting HBCU pride and contributing
to the community. FWV developed and executed the public relations portion of
an integrated marketing program that armed the Ford "roadies" with a message of
hope and higher education for underprivileged youth in each market of the 13-
week road trip. Ford was able to earn local and national media via proactive media
relations, interviews and press kits; FWV also negotiated radio-trade-for-mention
programs in each market. The roadies appeared in front of over 600,000 fans and
FWV helped garner over $1 million in earned media exposure for Ford.
The Silver Dollar Classic
The object of the Silver Dollar Classic (SDC) was to bring together two wellrespected
Historical Black Colleges and Universities (HBCUs) for a highly
competitive football game and to introduce the western United States to a Battle
of the Bands program. FWV worked closely with national media to promote an
event that in the past has been exclusive to the South, successfully taking the
HBCU experience to the West Coast. FWV developed an extensive marketing and
public relations plan that created "buzz" about the SDC regionally and nationally,
identified the event as an "entertainment experience," organized a national press
conference and developed national radio trade-for-mention ticket promotions.
The Uniworld Group
FWV works closely with the Uniworld Group on many of its high-profile clients and
projects. Joint projects have included Burger King's Million Dollar Shootout and
Home Depot's Project Kaboom. Ongoing work includes projects for Colgate-
Palmolive, AT&T and Ford Motor Company.
Zoom Culture Launch
In 2000, FWV assisted in the launch of revolutionary video content provider Zoom
Culture. Zoom Culture "takes the cameras out of Hollywood and places them in
the hands of young individuals who create high-quality, low-cost entertainment for
the Y Generation." With content broadcast via the Internet and traditional television
outlets, the company has developed a loyal following among teens and college
students and is currently creating content for NBC and USA Network.
South By Southwest
FWV managed media relations efforts for our client, GigAmerica, at special
Showcase events in Austin, TX. The event served as a launching pad for several new
bands including The Strokes, Chrome Yellow, Bliss 66 and Pete. A compilation disk
was created and delivered to all media in attendance.
Brittania Jeans' Extreme Athlete Sponsorship
In 1998, Brittania officially entered the fast-paced world of extreme sports by
sponsoring three of the industry's top professional athletes. Team Brittania consisted
of world-renowned skateboarder Chris Gentry, top BMX rider Kevin Robinson
and aggressive in-line skater Jeremy Pennacchini. All three professional athletes
competed in the 1998 Summer ESPN X Games and wore Brittania clothing during
competitions, performances and public appearances. RF&A effectively repositioned
the Brittania brand toward teens and away from a traditionally older consumer,
resulting in unprecedented distribution in Target and K-Mart stores.
Lee Pipes Jeans and Girbaud Jeans
Lee Pipes sponsored the Canadian Aggressive Tour (CAT98), Canada's premier
inline skating tour, holding trick inline skating events throughout Canada. Lee
Pipes was proudly the "Official Jeans of CAT98," effectively reaching its teen
target consumer.
To generate broad-based awareness and media coverage of Girbaud Jeans' Fall
1996 collection, FWV staged one of the most unique fashion events of the season
with French designers Marithé and François Girbaud. Cast members of the hit
Broadway play "Bring in ‘da Noise, Bring in ‘da Funk" presented the Fall ‘96 line
at the Puck Building in New York City.
Jantzen Swimwear - Electric Beach Collection
Jantzen engaged FWV to design and implement a public relations program to
effectively market the swimwear collection to a young and modern female
consumer and her lifestyle. FWV developed a public relations program to launch
Electric Beach's sponsorship of Keala Kennelly, the North American Pro Surfer
Champion. Kennelly traveled consistently spreading the Jantzen message and
brand image with her. Young women who followed the sport viewed Kennelly as
a role model and identified the Electric Beach brand with her "hip" image. FWV
also created news hooks with the fashion press and generated interest among
teen influencers.
Carolina Arts Festival and "Broadway Rocks for the Arts"
The Carolina Arts Festival is an annual, weekend-long ticketed entertainment event
in North Carolina that raises money for the arts. In 2002, the Carolina Arts Festival
featured "Broadway Rocks for the Arts," a rock musical performed by well-known
Broadway stars. FWV supported the inaugural event by developing a unique
identity for the Festival, creating local awareness and encouraging ticket sales via
extensive television and radio coverage.
