Kellogg’s ® Pop-Tarts ® toaster pastries have signed on as the Presenting Sponsor of the SFX-produced Backstreet Boys “Black & Blue Summer Tour,” granting Kellogg USA an array of marketing and on-site promotional benefits. The second leg of Backstreet Boys North American tour will kick off June 8 in the their hometown of Orlando and hit 45 cities before concluding August 31 in Dallas.
Backstreet Boys have been on the road in support of the eight-times platinum Black & Blue CD since January 22, performing an array of sold-out and critically acclaimed shows in the U.S. and South America.
“The Backstreet Boys Summer tour is a great way for Kellogg to connect with the group’s devoted fans in a fun and engaging way,” said Kevin Smith, Kellogg USA senior vice president of Marketing Services. “We look forward to extending the sponsorship in-store, offering consumers a unique opportunity to link with the group and their music through our brands.”
As a presenting sponsor, Kellogg will be supporting Backstreet Boys Summer Tour with radio advertising and in-store promotions. At participating grocery retailers, consumers will receive a free poster featuring Nick Carter, Howie Dorough, Brian Littrell, Aj Mclean and Kevin Richardson with the purchase of any three Kellogg’s ® brand products.
In addition to signs and banners throughout the concert venues, Kellogg’s ® Pop-Tarts ® toaster pastries will feature 30-second advertisements throughout the venues and artist monitors.
“The Backstreet Boys’ Summer Tour is a fitting opportunity for Kellogg to leverage the power of live entertainment,” said Paula Balzer, CMO, SFX. “SFX will be able to connect Kellogg directly with their key demographics at the shows and through an array of other marketing initiatives featuring Backstreet Boys.”
Backstreet Boys-presently recognized as the biggest pop group in the world-have sold more than 60 million albums in less than four years. Black & Blue-the group’s fourth release-sold more than five million copies worldwide in its initial week, setting a new first-week record in international sales. Globally, Black & Blue-whose 13-song selection features five songs co-written by members of the group plus two songs solely penned by all five Backstreet Boys-has achieved platinum status in 22 countries and gold certification in 10 regions around the world in its first week of release. At the same time, in the U.S., Backstreet Boys set a precedent by becoming the first artist in SoundScan history to ever achieve million-plus first-week sales with back-to-back albums.
“The Black & Blue Tour” will be one of the hottest packages of the summer concert season with Shaggy and Krystal as the opening acts. Some of the production elements that highlight the tour include awe-inspiring pyrotechnics, a multi-level stage and multiple video screens as well as side runways that go ten rows into the venue, enabling the group to get even closer to the audience. The show is a multi-media presentation with innovative sound, lights and interactive video footage that intensifies the bond between Backstreet Boys and the fans. Additional information on the tour and on-sale updates can be found at www.sfx.com as well as www.backstreetboys.com.
