Stolichnaya vodka is sponsoring a regional band competition on its Facebook page.
Fans are encouraged to go to the page and check out the FanBridge-powered tab, "A Band Apart." FanBridge and Flavorpill have teamed up to let people check out independent artists in their hometown on Stoli's Facebook page, listen to a music sampling and vote for their favorite.
The top 10 bands from each local market will then advance to the National Round, and have select tracks featured on regional mix tapes available for download at the end of July.
Direct-to-fan platform FanBridge is powering the nationwide band competition, which shows how bands can use social media channels to boost fan reach and engagement. The contest gives aspiring bands the chance for exposure on a national level.
Stoli is promoting the contest on social media including Facebook and Twitter, says Stoli's brand manager, Jaime Gorman.
"We're running cobranded banners ads and also distributing dedicated emails," Gorman tells Marketing Daily. "Rokkan, our digital agency, is also implementing a social media strategy which will include thought-provoking posts throughout our Stoli social media channels." Susan Magrino Agency, which handles Stoli PR, is promoting this program on both a regional and national level. Media agency Neo is managing the project.
Since launching the promotion July 6, Stoli has seen steady traffic on its Facebook page, she says. "We hope to have over 10,000 views to the page before the competition is over," Gorman says.
The contest's winner will headline an exclusive Flavorpill concert in the fall. In addition, the winner will receive national recognition from fans and influencers, get an exclusive feature on Flavorpill's national blog, have a track on both a local and national mixtape, and be promoted to over 100,000 followers on Flavorpill's social media channels.
Stoli is not new to music-related promotions. "Earlier this year we sponsored Perez Hilton's annual 'One Night In Austin' event at SXSW (South By Southwest), which featured an incredible lineup of emerging artists," Gorman says. "We feel that the energetic vibe and original personalities within the music industry make for a natural fit with our brand whose identity embodies that of a true original."
The "A Band Apart" campaign runs through Sept. 30, but the program is part of a larger media partnership that runs through the end of the year, Gorman adds.