How do you gain unique access to teens? |
With a place-based in school media program like the one 12 to 20 created for School-Link Technologies, RCA Records, MCA Records and Atlantic Records. With posters of their favorite musical artists and daily CD giveaways, student participation in school lunch programs increased significantly. |
How do you drive teen traffic? |
Create a high school and mall-based music tour the way 12 to 20 did for Pepsi, Kellogg's, and General Growth Properties. Teens saw a few of their favorite bands, interacted with some of America's leading brands and overall mall traffic increased. Plus, the tour won a Reggie. |
How do you build relationships with the teen market? |
12 to 20, in partnership with Unherdof Productions, created "The Making of Music," a college-based television program. The show linked Cosmopolitan Magazine with new musical talent from every major record company and was supported by major national sponsors such as Ford, Levi's and L'Oreal. Distributed to more than 200 colleges, the show helped Cosmopolitan increase its circulation among college students and expose college-age students to many national brands. |
How do you extend the reach of online traffic? |
12 to 20 created a series of school and mall tours to extend the Bolt.com brand beyond the Internet. 12 to 20's program combined the educational message of the ONDCP's national anti-drug campaign with exciting musical talent. Teenagers interacted with advertisers' products such as Ford and Hawaiian Punch Candy in schools and at malls. The tour programs were so successful at increasing web traffic that 12 to 20 executed three tours during a one-year period. The "Street Dream Tour" featuring the platinum selling hip hop artist Fabolous traveled to 15 major markets in 1st quarter 2004 to promote his newest CD release with appearances at Boys and Girls Clubs, YMCA's and other teen venues along with promotional visits to radio stations and record retail accounts. |
How do you bring new communication methods to teens? |
12 to 20 created a unique content program for Cybiko, the wireless communication company that brought exciting music and videos from today's top recording artists to the wireless service. Increased sales of the Cybiko units gave proof to the value of matching music with teens. |
How to you bring brands into schools? |
12 to 20 executed the 20 market YPP school and mall tour for Sony Music artists, Davidoff Cool Water Perfume, and LEI Jeans that gave students an exciting in school concert tied to anti-drug messages and drove increased traffic to mall retailers. |
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