Guitar Center

Guitar Center is the nation’s largest music instrument retailer with over 110 stores in more than 40 markets. The company hosts three annual promotions to search for the best amateur musicians – Guitarmageddon, Spin Off and Drum Off. Formula was charged with garnering publicity to increase participation in the promotions and soliciting sponsors to underwrite part of the costs associated with launching these events.

Challenges:

• Create media interest in seemingly self-serving retailer promotions
• Secure media interviews for Guitar Center executives and store management to position Guitar Center as the premier music retailer for serious musicians
• Secure sponsorship dollars from corporations in the middle of their fiscal year and with limited available resources
• Increase awareness for each competition’s grand finals despite no high-profile celebrity involvement

Strategy:

• Invite television media to broadcast remotely from Guitar Center locations and participate in judging of the various regional events
• Utilize regional music radio stations as an outlet for Guitar Center spokespeople interviews
• Pitch lifestyle companies that are interested in utilizing their sponsorship dollars to expand into the music space and/or reach the youth demographic
• Approach action sports events as potential hosts for grand final competitions to align the Guitar Center brand with popular events that appeal to the youth demographic

Results:

• Secured 25 live television remotes at Guitar Center locations and more than 100 radio interviews in 40 markets, allowing Guitar Center executives and store managers to promote Guitarmageddon, Spin Off and Drum Off events while raising Guitar Center’s profile
• Secured more than $100,000 in sponsorship dollars and prizes from Jagermeister, Vespa Scooters and Orbitz.com
• Secured Gravity Games as host of Spin Off grand finals, enabling us to leverage the massive audience in attendance and increase exposure among the target youth demographic

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