TBA Global Puts On a Powerful Brand Show
Nov 2, 2007
The concept of connective marketing isn't new, but at TBA Global it has become a mantra for creating events that bring brands and potential consumers together in a highly personal, long-lasting way. By comparison, traditional brand-building efforts such as TV, radio and print buys often are lost in the clutter of the ever-fragmented media landscape.
“Media buys deliver measurable eyeballs but not measurable emotional heartbeats,” said Dominic Sandifer, executive vp/branded entertainment at Los Angeles–based TBA Global. “When branded entertainment is done right, it creates memorable cultural and personal experiences that are felt in hearts and minds, and later expressed in consumer loyalty and purchases.”
Working with blue-chip clients such as Ford, McDonald's and Chivas since 1994, TBA Global has been extremely successful at building exclusive branded programs that connect with a company's target audience—often using musical performances by rising and established stars—that inspire action.
One recent example was the McDonald's Live campaign, in which TBA Global worked with record labels and other McDonald's agency teams to create a series of 10 live concerts with up-and-coming artists. The promotion, aimed primarily at young adults, included live events, branded video, online, radio and public relations—all seamlessly connected with McDonald's marketing objectives in mind. The tour created millions of brand impressions and led to impressive increases in brand relevance as well as in-store sales.
For Chivas, TBA Global filmed compelling footage from a six-city tour and combined it with the distiller's other marketing assets, such as its Chivas Ambassadors, to create a robust Web site community. The company then struck a guaranteed distribution agreement with MSN that attracted millions in the target demo.
“It's really not about having a one-off experience,” said Lee Rubenstein, president and COO of TBA Global. “What we do is create a unique experience that facilitates an ongoing conversation between the brand and the consumers.”
Rubenstein, who added that TBA Global often works with marketers' internal agencies, went on to say that the company creates “cohesive programs that deliver face-to-face touch points” like no other marketing alternative.
“We understand what's happening—and what's going to happen—in the entertainment industry because of the insights of our management team,” he said, referring to the veteran entertainment-industry executives who co-own TBA Global. “And we understand how the entertainment industry can help leverage the success of brands so that it's a win-win for the artist and the marketer.”
TBA Global also ensures multiple streams of ROI on its projects. Through measured audience levels and surveys that capture thoughts, attitudes and purchase intent as well as traffic and repeat visit analyses for online programs, the company is able to demonstrate its value to marketers.
“Branded entertainment delivers unique and meaningful consumer experiences,” said Brian Murphy, executive VP at TBA Global. “These deliver a better return over the long term than views or impressions because the consumer is engaged with something that is valuable to them.” TBA Global has 19 offices throughout North America, including Los Angeles, Chicago and New York City.
To contact TBA Global, call 646-445-7000, or email clients@tbaglobal.com.
The liquor industry's first online branded channel, The Chivas Life on MSN, extended the brand's message beyond live events to reach an online audience of millions. The McDonald's Live program touched young adult audiences via live, digital and broadcast channels.
