March Madness Music Festival Takes Event Activation To Next Level And Is Good Deal For Bruce Springsteen Fans

Mar 7 2014, 5:56pm CST | by

March Madness Music Festival Takes Event Activation To Next Level And Is Good Deal For Bruce Springsteen Fans
Photo Credit: Forbes Business

March is upon us, which means that basketball fans are getting their game faces on for what may be most exciting three weeks in sports.  Those three weeks will, of course, culminate with the Final Four, and a new collegiate basketball champion. Final Four tickets at AT&T Stadium in Dallas will be a hot item come April and may be more expensive than the current average price for an all-session strip of $1,083. Individual semi-final and final sessions are going for around $680 each.  While that’s big dollars, fans that plan to attend can take some comfort in knowing that they’ll also have a chance to be part of one of the biggest free music festivals in the country, headlined by Bruce Springsteen.  Springsteen will play a free concert Sunday night as part of the NCAA’s March Madness Music Festival, a three-day music festival that marks perhaps the most ambitious pre-event event ever.

Amidst the increased competition from screens, both big and small, tangential events surrounding major sports events have become the norm. In years past, the Final Four or Daytona 500 would by themselves be enough.  However, to compete with all of the bells, whistles, camera angels and inside-the-game features that TV offers (to mention nothing of cost), there needs to be more to get people up off of their couches.  This years Daytona 500 featured a pre-race concert by Luke Bryan, who is one of the hottest live touring acts in the country. Titled the ‘Daytona 500 Budwesier Pre-Race Show’, it also featured the Zac Brown Band, Lenny Kravitz, Brad Paisley, Tim McGraw, Keith Urban and Bon Jovi.  Unlike the March Madness Music Festival, which will take place in downtown Dallas, Luke Bryan’s show was inside of The Daytona International Speedway, and could be seen by anyone with Sprint FanZone access. For people that already had tickets, a ticket to the FanZone cost $99, which is about one-third of the cost for Luke Bryan tickets on his current tour.  Following Daytona’s lead, another racing mainstay, The Indianapolis 500 will also have a pre-race concert, this one featuring Jason Aldean. Billed as ‘Firestone Presents Jason Aldean at the Indy 500,’ Aldean will be headlining something called ‘The Inaugural Legends Day Concert’. Tickets to the show are available for $30.  The average price for Jason Aldean tickets on his current tour is $300, which makes the Indianapolis 500 deal almost too good to pass up—which is exactly the point.   The next cheapest options for an Aldean show is Houston Rodeo tickets next Tuesday, which will cost $122 on the secondary market.

As for Springsteen’s show and the March Madness festival, the concerts will be held outdoors where Reunion Arena used to sit and be open to 30,000 to 40,000 fans on a first-come-first-serve basis.  The average price for Bruce Springsteen tickets to his upcoming High Hopes tour is $261, with the most expensive show at Mohegan Sun averaging $425. There’s no question that Springsteen’s show will be added incentive for potential attendees, as it will now serve as the official launch for the U.S. leg of his tour.  In addition to drawing fans to the gate, however, there’s an even more lucrative rationale for these pre-event performances: brand activation and sponsorship dollars.  Bruce Springsteen’s show will be part of the Capital One JamFest on Sunday, which will be proceeded by the Coke Zero Countdown on Saturday and the AT&T Block Party on Friday.  The Coke Zero Countdown will feature Tim McGraw and the Killers while the AT&T Block Party will feature Jason Aldean–the same Jason Aldean who will be presented by Bridgestone a month later in Indianapolis.

The result of all these pre events is a marketer’s dream, with enough activation to keep fans commercially and artistically engaged for several days. It also represents the opportunity for much bigger sponsorship packages that touch fans watching the game in the stadium, at home in front of their TVs as well as outdoors in the days leading up to the actual event.  In business speak, it’s a win-win-win: The NCAA gets paid; fans get a bunch of free memories; and brands get an opportunity create the kind of affinity that could last as long as a lifetime, and at least for the weekend.  Amidst all the jamming, dancing and consumption, the NCAA just needs to make sure that people don’t forget that there’s a game to play Monday night.

Source: Forbes Business

 
 

Don't miss ...

 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

Whale tourism affecting marine animals' behaviour
London, Aug 27 (IANS) Boat trips to watch whales and dolphins may increasingly put the survival of marine mammals at risk, conservationists have warned.
 
 
OPEC daily basket closes higher
Vienna, Aug 27 (IANS/WAM) The basket of 12 crude oils of the Organisation of Petroleum Exporting Countries (OPEC) stood at $99.82 a barrel Tuesday, compared to $99.09 Monday, according to the OPEC Secretariat.
 
 
Earth can sustain more terrestrial plant growth
Washington, Aug 27 (IANS) Our planet can produce much more land-plant biomass -- the total material in leaves, stems, roots, fruits, grains and other terrestrial plant parts -- than previously thought, says new research.
 
 
What brightens up the universe?
London, Aug 27 (IANS) Does ultraviolet light, that bathes the cosmos, come from numerous but faint galaxies or from a smaller number of quasars? The answer may not be too far in the future.
 
 
 

Latest from the Network

Islamic State 'committed war crimes', says UN probe
Geneva, Aug 27 (IANS) Islamic State (IS) militants have committed "mass atrocities" in Syria and recruited children as fighters, according to a UN probe, which has also accused the Damascus authorities of using...
Read more on Politics Balla
 
Uma Thurman is cryptic about Tarantino relationship
Uma Thurman has cryptically stated her relationship with Quentin Tarantino is ''pretty much what it's always been''. The 44-year-old actress has been romantically linked to the 51-year-old director since May this year...
Read more on Celebrity Balla
 
'Playful' Jon Hamm
Jon Hamm is ''very playful'' with his co-stars. The 43-year-old actor - who has been in a relationship with actress Jennifer Westfeldt for 17 years - stars as unemotional Don Draper in drama series 'Mad Men', but Lake...
Read more on Celebrity Balla
 
Lauren Conrad picks different bridesmaids dresses
Lauren Conrad has let each of her bridesmaids choose their own dress. The former 'Hills' star is marrying her musician fiancé William Tell later this year and has been busy the last few months planning their nuptials....
Read more on Celebrity Balla
 
China, Russia vow to enhance military ties
Beijing, Aug 27 (IANS) Top Chinese and Russian military officers Wednesday pledged to further enhance bilateral military ties. Fan Changlong, vice chairman of China's Central Military Commission (CMC), told Valery...
Read more on Politics Balla
 
China supports Pakistan's security, development: Li Keqiang
Beijing, Aug 27 (IANS) China supports Pakistan in its efforts to realise national security, stability, and economic development, Chinese Premier Li Keqiang said Wednesday. He also said China is ready to deepen...
Read more on Politics Balla
 
Raina's 100 takes India to 304/6
Cardiff, Aug 27 (IANS) A quickfire 75-ball 100 by Suresh Raina took India to a challenging 304 for six in 50 overs against England in the second ODI of the five-match cricket series at Sophia Gardens here Wednesday....
Read more on Sport Balla
 
Mike Epps to play Richard Pryor in biopic
Mike Epps will play comedian Richard Pryor in a forthcoming biopic of the US comedian. The news has been confirmed on Twitter by Oscar-nominated director Lee Daniels, who posted a picture of himself with Epps - a stand-...
Read more on Movie Balla
 
John Moore to direct new thriller IT
John Moore has been given the job of directing the new Pierce Brosnan thriller 'IT'. The director, who has previously worked on Hollywood blockbuster films like 'A Good Day to Die Hard', has become the latest name to be...
Read more on Movie Balla
 
Al-Maliki criticises US vice president over federalism
Baghdad, Aug 27 (IANS) Iraq's outgoing Prime Minister Nuri al-Maliki Wednesday criticised US Vice President Joe Biden for promoting the idea of a federal system in sharply divided Iraq and warned that the US plan may...
Read more on Politics Balla