CASE STUDIES

VH1 : SAVE THE MUSIC

CHALLENGE

VH1 approached UCG Marketing challenged to create awareness for the VH1 Save the Music Foundation. The foundation is a non-profit organization dedicated to restoring instrumental music education in American public schools and raising awareness about the importance of music. VH1 wanted to generate excitement and drive viewers to watch the premiere of the “Save the Music” Concert.

SOLUTION

• Staged an innovative PR stunt with a VH1 branded vintage ’68 Cadillac ambulance
• Traveled around NYC in ambulance and distributed premium items with tune-in information on the “Save the Music” concert
• Created unique scenes with the help of a street team wearing VH1 branded scrubs and carrying stretchers with music instruments attached to them
• Included the use of a professional videographer to add to the “chaos” of the event and rock star-like atmosphere

RESULTS

• Distributed over 10,000 branded “music saver” mints and promotional items
• Created over 296,000 total impressions
• Received the MAA Worldwide Globes Award and was a Pro Award finalist