• PROMO Magazine, Thursday, February 2, 2006 11:45 AM

Music is the "generational currency" that can help marketers appeal to consumers of all age groups, from Baby Boomers to the newest generation of so-called "Millenials," says Tom Valdiserri, senior vice president at The Marketing Store in Chicago, a company specializing in brand activation. Valdiserri points out that the Rolling Stones were hired to perform at the halftime show on Sunday's Super Bowl because of their multigenerational appeal."The first professional sports league to effectively use music as generational and emotional currency, the NFL's Super Bowl XL halftime show demonstrated how to perfectly integrate music into a brand," he writes in this article. Another marketer to take advantage of the power of music to connect consumers to brands is Sprint, an NFL sponsor. "Sprint understands the power of multigenerational currency better than anyone," according to Valdiserri. "In its current deal with the NFL, the telecom has a number of initiatives that include music as part of its sponsorship activation. Sprint distributes ring tones, screensavers and wallpaper including exclusive products related to major NFL events, such as the NFL Draft and Super Bowl."

Read the whole story at PROMO Magazine »