dq & cmt music festival
cmt music
About the pARTNERSHIP
For the first time ever, CMT and DQ partnered to create a massive summer-long campaign designed to position DQ as the go-to brand for music lovers.
The program was anchored in the CMT Sweetest Summer Celebration one-day music festival in downtown Nashville featuring performances by four rising country stars, on-site DQ sampling, games, and prizing.
We leveraged this event as the perfect branded backdrop for content production; filming social CTAs, original music videos, cobranded promos, and exclusive interviews on-the-ground.
This content rolled out all summer long from CMT and artist handles, and drove fans to DQ for the perfect new summer Blizzard treat.
CAMPAIGN PILLARS
→ 1x massive Nashville event attracting nearly 2,400 fans featuring 4x rising country stars (Josh Turner, Lauren Alaina, Maddie & Tae, and Walker Hayes)
→ 13+ pieces of content across all platforms, including 4 music videos and 4 Hot 20 Countdown interviews
→ 40+ social posts from CMT and talent handles over the life of the program
The Results
Fans ate up the cobranded content all summer long across CMT social and linear platforms, including CMT Music and CMT Hot 20 Countdown:
→ 7.55M total digital/social impressions
→ 1M+ total linear impressions
→ 876K total video views across digital/social
→ 92K total engagements across digital/social
Proving just how sweet the collab was, the music festival drew a major crowd in Nashville:
→ 2,400 event attendees - almost hitting park capacity!
→ distributed all Blizzard product on-site
→ gave out 850+ branded prizes and 950+ shirts
→ 100% positive sentiment toward the event across social
