AT&T To Launch Six-Month Latin Concert Series June 30, 2010
- Digital and Mobile
By Ayala Ben-Yehuda
AT&T is launching a six-month concert series and social media marketing effort, "Musica Ya!", around more than two dozen Latin acts including Moderatto, Aleks Syntek and Alejandra Guzman.
The campaign begins July 4 with a concert by Mexican rock band Moderatto at Los Angeles' Conga Room. A total of 31 artists will perform at southern California and San Francisco Bay Area venues with capacities ranging from 1,200 to 6,000 people, according to Eman Macias, senior diversity marketing manager for AT&T Los Angeles.
"This is a pilot program so we're testing out the whole approach," Macias tells Billboard.biz. "It can definitely grow some arms and legs and grow outside of California."
Fans can win tickets through radio contests on L.A.'s Exitos 93.9 FM and Super Estrella 107.1 FM, and in the Bay Area on La Kalle 105.7. AT&T is also working on a promotion that will likely offer two tickets with the purchase of any Samsung handset at an AT&T store in the Bay Area or greater L.A., Macias says.
AT&T's deal was done with booking agency MXLive, which is supplying the talent. In addition to the above-mentioned names, participating artists include Moenia, Fobia, Magneto, Zoe, Elefante, Maria Jose, Motel, HaAsh and Benny Ibarra. AT&T is also sponsoring MXLive's annual multi-artist concert on Nov. 27 at a venue to be determined.
Marketing Sphere 360 will handle on-site activations at "Musica Ya!"
AT&T stores will feature signage promoting the concerts and local radio spots and print advertisements will support the campaign. Alejandra Guzman will do an AT&T in-store in the Bay Area, Macias says.
A dedicated microsite will integrate the artists' Facebook and Twitter accounts and provide MP3 downloads of the artists' songs as well as audio and video from the concerts. Fans attending the shows can text to win backstage passes.
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