In an effort to introduce new sponsors to pay-per-view,
Spring Communications has entered into a "strategic venture" with New York-based
agency The Erlick Group to help create corporate-sponsorship opportunities for upcoming
The new venture will develop PPV and Internet events for
advertisers and their agencies that address specific marketing- and
promotional-communications needs, Spring president John Rubey said. This will include new
product launches, product-repositioning campaigns and name changes.
Spring, along with Erlick, will attempt to match sponsors
with a particular music or other PPV event that appeals to the company's targeted
"We're looking at aligning consumer-brand
retail-marketing campaigns with performers appearing on PPV," Rubey said. "With
this new venture, we can begin to develop a marketing platform for sponsors."
Erlick president Jim Erlick said more and more companies
are beginning to look at PPV as a viable marketing and advertising option for their
targeted products. He added that the cost of allying with a PPV event is "incredibly
affordable" when compared with tying in with a live arena concert performance.
"More companies are looking at ideas that are out of
the box, and they are extremely receptive to PPV," Erlick said. "PPV concerts
open up a chance to tie in with an artist and to get exposure through [the
industry's] PPV-marketing efforts."
Rubey said the venture is currently working on several
projects, but he would not reveal specific details.
Spring has had success in the past working closely with a
wide range of major event sponsors such as Microsoft Corp., United Airlines Inc., Subaru
of America Inc., The Gillette Co., Best Buy, Filene's Basement, The Kroger Co., CDNOW
Inc. and BMG Direct.
They have been involved in such PPV shows as Alabama:
For the Record, KISS-FM All-Star Concert, RODEOHOUSTON and concerts by
Chicago and Hall & Oates and by the Allman Brothers Band.