
Fender:
Accelerator Tour
DESIGNED TO EMPOWER AND FOSTER CREATIVITY, THE #FENDERXLR8R TOUR – AN EXPERIENTIAL MUSIC SPONSORSHIP IN PARTNERSHIP WITH THE WORLD’S LEADING MUSICAL INSTRUMENT MANUFACTURER, MARKETER, AND DISTRIBUTOR, FENDER MUSICAL INSTRUMENTS CORPORATION – EXPLORES REAL-LIFE ROAD TALES AS TOLD BY EMERGING ARTISTS.
Overview
The difference between a local band and a touring band is often one thing: a van. With the launch of the Fender Accelerator Tour, we helped Fender shift the industry perception by supporting emerging artists and playing the role that record labels once played in providing tour support to put artists on the road. The Fender Accelerator Tour armed emerging bands with a van, gas money, marketing support, and, of course, guitars. In exchange, Fender asked that each group post a picture or video every day of their tour across their social channels, giving fans an unfiltered look at life on tour. So we tossed the keys to these bands, and they turned it up to 11.
Elements
The Fender Accelerator Tour provides emerging musicians the support and resources they need to grow their fan base and hit the road. Made up of a diverse collection of emerging artists on tours throughout the U.S. and Canada, the roster included: Night Terrors of 1927, Coasts, Waters, Matthew Curry, Josh Dorr, Striking Matches, Marmozets, Deap Vally, and Real Estate. Each band received tour support, including a customized Fender 15-passenger touring van, promotional and marketing support, and of course, gasoline and Fender gear.
Outcomes
As a result, artist reposts by Fender reached their social media audience of up to 3M people per post. In addition, the program received 224M PR impressions with key publications including Rolling Stone, Billboard, Forbes, Huffington Post, and Spin, among others. One hundred eighty-nine tour dates were played, and 118,000 miles were driven across the United States in Fender branded vans.
Sizzle
Case Study (WIP)