Subway, Clear Channel Radio and OurStage.com announced that local Tulsa band, Stars Go Dim was selected as the grand prize winner of the Subway Fresh Artists competition. The campaign and music competition kicked off this fall. Clear Channel tells RBR-TVBR there were 45 Clear Channel stations that participated in the competition nationwide from Dallas to Los Angeles, Phoenix to Philadelphia and many markets in between.
The concept started over a lunch conversation between John Partilla, President of Global Media Sales and EVP of Clear Channel and Tony Pace, the CMO of SUBWAY regarding interest in a music/emerging artists platform. John and the Clear Channel team then built out concepts for the competition, exclusive content for SUBWAY’s social media and online platforms and further development of the partnerships.
The band’s winning song, “Get Over It,” will be featured on OurStage.com’s blog and included on iheartradio’s “NEW! Discover & Uncover” platform. Stars Go Dim will also get a chance to be the opening act at a future Goo Goo Dolls concert, plus a $1,000 cash prize, a session with a professional song writer, and additional assistance to develop their musical careers.
The nationwide competition called on America’s best unsigned artists and bands to share their original songs with the listening public. The submissions were designed to cater to morning drive radio listeners to help jump-start their day and complement Subway’s “Build Your Better Breakfast” campaign. Over one million votes were cast by listeners voting for their favorite artists.
The competition provided an engaging addition to the significant consumer marketing campaign Subway deployed through radio spots on Clear Channel stations, digital ads on CC radio station websites, as well as the iheartradio digital platform. Listeners voted for their favorite artists through OurStage.com’s Remote Competition Module that was also live on station websites, iheartradio.com, and OurStage.com.
Cross-platform integration behind the effort was handled by Content & Company, which specializes in connecting brands to customers through new media and branded entertainment channels.
RBR-TVBR observation: This is a great example of traditional radio using all of its assets to super-serve a client. This was not just “spots & dots,” but a full integration that specifically targeted the audience it was aimed at. This kind of campaign – be it local, regional or national – will help any radio station or group compete most effectively in the new media space.
