Guitar Center and the Urban/DJ Market
Guitar Center needed to expand their media mix to include urban/DJ marketing. We could have just placed spots on urban stations, but instead, we designed a comprehensive grass-roots campaign integrating spots with a complete marketing package via the media entities.

We created an alliance with on-air mix show DJ's and created virtual Guitar Center endorsees by having them voice spots, buy exclusively at Guitar Center, where GC logo apparel at club nights...we basically created a street team of on-air DJ's in almost 20 markets, designed to break through the clutter and get Guitar Center on the map out of the shoot via this grass-roots approach. And all as part of the budgeted buy.

We also negotiated:

• Sponsorships of mixing events
• Client named "Official Gear Provider" for top urban stations and was able to use station logos in national print ads
• Open and close billboards on all key mix shows
• Banners at station events
• Website links
• Mixers spin on gear at events and give "shout outs" to client

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