In the early 2000’s, when mobile phones were still finding their foothold in society and texting was a new trend, Samsung Mobile took on the Presenting Sponsorship of the Vans Warped Tour. The deal included pass through rights for a wireless service provider, and so AT&T also became part of the deal, allowing both brands to speak to the Warped fan. Samsung promoted their new handsets, and AT&T offered retail locations that hosted ticket giveaways & discounted plans for Warped fans.
Ultimately, the relationship changed to feature AT&T as the primary sponsor, with a handset pass through and multi year agreements carried the tour & brand through the re-branding of AT&T to Cingular Wireless, and ultimately back to AT&T. This kept the brand in front of young consumers, insuring cohesive messaging to the audience through the brand’s transitions.
This relationship was one of the most complete 360 degree relationships to date - a full scale onsite activation with phone demo stations, games and more. Additionally, new text technology allowed the brands to provide fans with the coveted daily schedule via short code text opt-in, a never before executed option, that allowed fans to carry the schedule in their pockets.
Another huge part of the brand activation was artist partnership. Tour producers partnered the brand with multiple artists each year and negotiated agreements that included daily autograph signings, music for use as ring tones, exclusive live content rights & acoustic performances for brand execs & contest winners. Because of the tour’s relationship with these artists, their management, agencies & record labels, all of these elements were able to be included in one agreement, allowing the brand minimal additional cost & leg work upon execution of the agreement with the tour.