7up's music celebration
PLANO, Texas -- The use of award-winning music artists like *NSYNC and Lee Ann Womack may be on the rise, but some marketers are also putting consumers in the spotlight.
Dr Pepper/Seven Up's 7UP brand has teamed with Rock the Vote and the National Academy of Recording Arts & Sciences for a traveling "Step Up" tour.
The national program is aimed at "celebrating music as a form of personal expression and to empower young people to realize and utilize their voting power to create positive change in the world."
"Step Up" is touring in a trailer throughout the United States, stopping at major retail locations in 30 cities. The tour will run through the end of August.
In each city, the "Step Up" tour will establish a voter registration area where Rock the Vote volunteers will encourage young people to register to vote. In addition, 7UP and Rock the Vote will set aside an area where young people can record videotaped messages for members of Congress in a private booth.
The taped comments will be compiled by Rock the Vote and sent to key legislators in Washington prior to the November elections.
In addition, consumers who visit the trailer can lip-sync their favorite Grammy song on the trailer's mobile stage for a chance to win special 7UP prizes. All participants receive a VHS copy of their performance.
Visitors also can watch video monitors situated throughout the touring exhibit to view highlights of past Grammy Awards shows, new 7UP commercials, Rock the Vote public service announcements and live footage from the on-site "Step Up" music challenge.
"Our goal is to empower young people to express themselves freely and to speak their minds, while having a little fun with their friends," said Holly Mensch, vice president of brand marketing for 7UP, which was also the official soft-drink sponsor of the 44th Annual Grammy Awards.