Challenge: To promote and drive attendance to the Southern Comfort Music Experience, while also providing attendees with a brand-infused keepsake to commemorate the event. The Southern Comfort Music Experience (SCMX) is a series of free, two-day music festivals incorporating food, lifestyle and most importantly, creating legendary nights with friends. The 2005-2006 SCMX took place in St. Louis, Atlanta, Philadelphia and San Diego.

Solution: The creation of a CD-sized mini-magazine that was inserted into local newspapers prior to the event to drive attendance. At the event, the pub was inserted into a vinyl sleeve/branded lanyard (see photo below) along with a compilation CD of the bands who played.

• Pub provided bios and pictures of all performing artists along with a concert schedule.
• Southern Comfort drink and food recipes, along with strategic ad placement provided strong brand presence.
• Newspaper blow-in drove attendance to new levels.
• Southern Comfort's strong tie to its birthplace, New Orleans, was promoted within the pub via directions to on-site donation areas post hurricane Katrina.

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