Music’s The Focus For NCM, Grammy And Glade
Gail Chiasson, North American Editor
National CineMedia (NCM) and The GRAMMY Awards have launched a new big screen partnership in movie theaters nationwide.
This new entertainment marketing program gives moviegoers an exclusive behind-the-scenes look at recording artists and their creative process, kicking off with featured artists Idina Menzel, Vance Joy and Echosmith. They currently running,premiered in NCM’s FirstLook pre-show in November, with the first episode featuring Tony Award winner Idina Menzel in the studio as she revealed how her recording environment helps inspire her creative process. The second episode, currently running, features Australian singer-songwriter Vance Joy discussing his in-studio artistic process for his hit single Riptide and debut album Dream Your Life Away. American alt/pop band Echosmith will be featured in the third episode, premiering on February 20.
SC Johnson’s product Glade signed on as the exclusive launch partner for the NCM program from its premiere through March 5, 2015. New Glade brand creative also features a nod to music and inspiration.
In addition to the on-screen content, the partnership also includes a sweepstakes where movie and music fans can enter to win a trip for two to the GRAMMY Awards in Los Angeles in 2015 and 2016. To encourage moviegoers to enter the sweepstakes and tune in to the 57th annual GRAMMY Awards on Sunday, February 8 at 8:00 p.m. on CBS, the marketing program also incorporates box office handouts as well as integrated online, mobile and social media promotional elements.
“Our relationship with the GRAMMY Awards allows us to give brands unique access to the music and artists who inspire the movies,” says Cliff Marks, president of sales and marketing with NCM. “Glade is a terrific launch partner, and I look forward to exploring many other new and exciting themes with top artists and brands as the program grows.”
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