This strikes me as overkill, but it’s an interesting idea nonetheless:
- Pop singer Rachel Farris has done her share of club gigs, radio station appearances and guest spots on tours for better-known acts, but she’s far from a household name.
….On Friday, the nation’s largest movie theater chain and two Universal Studios theme parks will begin rolling out 4.8 million multimedia CDs containing two of Farris’ songs, lyrics, an interview and a video of the singer.
Soft drink buyers at Regal Entertainment Group’s 530 theaters in 36 states and the Universal theme parks in Orlando and Los Angeles will find Farris’ CD inside lids on their soft drink cups. The theaters will also show a three-minute video of Farris before the movie.
In all, some 25 million people could see Farris’ video in the theaters or buy drinks with her CD during the monthlong campaign, according to Big3 Records, the singer’s independent label.
The multimillion-dollar marketing push is an unusual move by a new artist, but is designed to generate exposure outside traditional music outlets like radio and MTV, which are harder to break into, said Big3 owner Bill Edwards. [AP]
Big3, which I have never heard of, must have some seriously deep pockets for an indie – maybe they are trying to position the label as well.
- A photo of Farris covers the CD label but her multimedia content shares space with commercial clips of Stuck on You, a comedy starring Matt Damon and Greg Kinnear, and Universal Studios’ theme park rides.
Still, the push is clearly focused on Farris.
“I’m just hoping it will [get] a good reaction,” she said from Long Island, N.Y., where she was performing with teen boy group O-Town. “It’s a totally new idea, and there’s always risk involved.”
More on the CD-lid concept here.