50TH AMERICAN COUNTRY MUSIC AWARDS

Photo from facebook.com/acm

ACM CASE STUDY

GOAL:

Create a 50th Celebration for the Academy of Country Music Awards that would shatter records and be the world’s largest live televised awards show.

Leverage the ACM Awards brand in a way that had never been done before in its half-century history.

Create a two-day festival prior to the event.

Seamlessly integrate strategic partners to create a rich, branded storyline throughout our events. 

 

WHAT WE DID:

Scouted venues around the country before settling on AT&T Stadium in Texas.

Helped create a partnership with the Dallas Cowboys and a festival deal with the Texas Rangers.

Created a compelling ACM story and then shared that story with brands around the country to create excitement.

Worked with brands on creating unique partnerships, and helped them figure out how to tell their own story to fans in meaningful ways that would generate excitement and sales.

Ensured proper sponsorship activation and fulfillment of those deliverables.

Worked with the state legislature on funding for filming, tourism aspects.

 

OUTCOME:

Created millions of dollars in revenue for the ACM.

Record-breaking crowds for a live televised award show, a Guinness Book of World records.

Helped several brand partners create their own Guinness Book of World Records and garner media coverage.

Helped brands stand out – including customized commercials, in-show content, special access for their VIPs, etc.

The ACM garnered:

  • over 13 billion media impressions

  • Ratings win for CBS – Best numbers in 17 years, an astounding feat considering the viewership erosion of network television in those years

  • Sold out festival and awards show – 70,000 tickets in 18 minutes

Photo by Gregory Castillo/staff photographer for Guide Live

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