Developing the right strategy, securing the right artist and building an effective activation program were fundamental to creating relevant brand experiences for consumers.Synthesising company and artist brand attributes with target audience preferences revealed Keith Urban’s 49-city US tour to be the most appropriate sponsorship opportunity to achieve Clorox’s objectives.To highlight the partnership between the brands and resonate with fans, an integrated marketing plan was created to market the tour and provide value to the consumer. Anchored by Keith Urban’s website, the sponsorship strategy entailed promoting the Clorox brands and concert tour via face-to-face, digital, mobile, broadcast and media.

Over 610,000 fans attended the concert tour and sponsorship drove more than 70 million media impressions. Online promotions reached 3,048,213 unique visitors.The “Me, You and a BBQ” private concert and backyard cookout sweepstakes garnered over 770,000 entries – 32% of which joined KC Masterpiece and Kingsford’s mobile fan club, the largest Clorox has ever experienced for a contest of any kind.KC Masterpiece® Barbecue Sauce and Kingsford® Charcoal’s sponsorship of Keith Urban’s Escape Together World Tour won the Billboard Concert Marketing & Promotion Award, music industry's premier marketing honor.