The Client

Walt Disney Studios Home Entertainment: Hannah Montana & Miley Cyrus "Best of Both Worlds," Camp Rock and Great Clips

Primary Objectives

•  To generate consumer and media exposure for the co-branded DVD launches of "Hannah Montana/Miley Cyrus Best of Both Worlds" and "Camp Rock" via an interactive, grassroots bus tour
•  To generate awareness of and drive traffic to Great Clips

Target Audience

•  Consumers:            pre-teens and paretns
•  Press:                    local print and electronic

Marketing Objectives

Offering fans the unique opportunity to experience the "rock star lifestyle," Paradigm designed a ten-city rock-n-roll bus tour, generating an all-inclusive, co-branded interactive event for consumers to savor. Creating a high profile street fair environment, we also cleverly incorporated Great Clips into the tour, providing us with effective locations and Great Clips with valuable branding. Each tour stop included four activity areas for adoring fans to enjoy: a walk-thru experience on the Miley Cyrus Tour Bus; a rock star hair styling make-over station; a rockin' karaoke/DVD stage experience; and, a fun photo op.

MILEY'S TOUR BUS

In true rock star fashion, Paradigm employed the actual bus from Miley Cyrus' tour and wrapped it entirely with illustrious graphics, showcasing key brand messaging. The interior was decorated as if Miley was still on tour, living in the bus. Authentic outfits that Miley wore on tour were displayed as if ready to pull off the hanger for the next set or thrown off during a rushed costume change. We restored two of the beds to reflect the tour décor - one bed was decked out "Miley" style, a complete "Hello Kitty" overload; the other bed was decorated just as her sister's was, all things "Teen Beat." Solidifying the genuine look of the bus, Paradigm creatively scattered make-up in the bathroom, and accentuated the main bedroom with a blonde wig and a Hannah Montana guitar. Additionally, we strategically placed two plasmas that played looped clips of Best of Both Worlds and Camp Rock.

"LOOK LIKE THEY DO" MAKE-OVERS

Sponsored by Great Clips, Paradigm designed a hair-styling make-over station where attendees were treated like rock stars as Great Clips stylists gave them a complete glam make-over. Utilizing various products and techniques, fans were transformed into the ultimate and oh so fashionable rocker!

"ROCK LIKE THEY DO" KARAOKE

Now that they looked like a rock star it was time to act like one! Offering fans the opportunity to play out their rock star dreams, Paradigm created a karaoke station where they could belt out their favorite Disney tune. Each performance was transferred onto a DVD as a giveaway.

"POSE LIKE THEY DO" PHOTO OP

Paradigm also constructed a photo op station consisting of life-size cut-outs of the Best of Both Worlds and Camp Rock cast. Rockin' with the best of them, fans had a blast posing with their famous "buddies."

After soaking up the entire tour experience, attendees received Hannah Montana and Camp Rock bookmarks and magnets, Hannah Montana posters and gift bags with hair care products (provided by Great Clips).

The tour visited two cities per week and included Minneapolis, St. Louis, Chicago, Cincinnati, Cleveland, Baltimore, Philadelphia, Pittsburgh, Toronto and Aberdeen. To accommodated press in each city, Paradigm coordinated various media stops with the bus for early morning broadcasts prior to event set up.

Describe experience through the eyes of the target. Any other important factors that were meaningful to the success of the program? What was unique? What was wild and new? What technology was leveraged:

THE EXPERIENCE

A 7-year old girl summed it up perfectly - "This has been the best day of my life!" Averaging 3,000-4,000 consumers per city, everyone was ecstatic and felt extremely privileged to be part of such an amazing experience. Even when the lines were long, everyone was happy to wait their turn because they knew they were waiting for a once-in-a-lifetime opportunity to "celebrate like a rock star." In fact, word of our presence spread so fast, people would begin lining up three hours before the event even opened.

ADDITIONAL ELEMENTS

One of the most interesting challenges we faced was having to pull everything together in such a small amount of time. For the most part, we weren't able to get location approval until the week prior to the city stop so, we performed many last minute site surveys and did a lot of punting to make our set up work in each location space. With two stops per week, Paradigm worked diligently and efficiently to route and coordinate with various malls and Great Clips locations.

Paradigm also had to combat unexpected weather conditions. From thunder storms to severe heat, we had to produce on the fly, creating both rain and heat contingencies as needed. Additionally, no one anticipated volume of people that this tour ultimately generated, so Paradigm designed a proficient crowd control plan. Similar to the "Fast Pass" idea, we created a system where the fans could check in and receive a letter (A-Z). Specific times were scheduled for each letter, and people were instructed to come back during their scheduled time. This allowed for everyone to enjoy the experience without having to wait hours upon hours in compromising weather. We also incorporated a detailed security and safety plan to avoid any harmful issues.

Because we didn't have talent participation, we designed the tour in a way that it could stand on its own without onsite talent. Paradigm successfully created such a frenzy with this event, it was as if we had celebrities there.

This event proves that you don't need advanced technology to get people excited. Paradigm went back to basics and created an entertainment experience that focused on showing the consumers a good time - and it was a great success. Utilizing props and hometown fun, we designed a truly enjoyable and "rockin" experience!

THE RESULTS

The tour was a huge success, entertaining over 30,000 consumer attendees. Paradigm created a viral explosion among the masses, as people came from all over to catch the buzz. We even had folks drive in from different states, many traveling up to six hours just to be a part of the phenomenon.

Supporting Visuals

•    Client’s brand logo
•    Up to 6 digital images (file size limit 1MB)
•    One video or URL/link (file size limit 10MB)