The Coke Zero Music Tour
Kicking off in May of 2010, the Coke Zero Music Tour will hold over 100 performance dates throughout the rest of the year. The inaugural event was held at NASCAR’s Southern 500 Race in Darlington, SC and featured Country, Rock as well as Singer-Songwriter acts. A combination of NASCAR, NFL, College Football and other sporting event venues that attract huge audiences dominate the schedule. Upcoming programs will also feature a regional Battle of the Bands performance as the tour unfolds throughout the Southeast United States. Singer Lisa Palleschi and the rock band Junior have been selected by Coca-Cola Zero Music to join the tour.
Point of Grace, a Country/Christian crossover act graced the Coke Zero tour stage for the kickoff. With two platinum records, five gold records and two Grammy nominations -- their presence was a tremendous draw. According to Stefan Gallard, Coca-Cola’s Marketing and Sponsorship Manager, "What we are trying to do is connect with our consumers in a real and natural way that will continue to build our relationships. Music is of course an extraordinary way of accomplishing this."
The tour’s sound reinforcement is exclusively powered by Cerwin-Vega! amplifiers and speakers including CV-1800 and CV-2800 amps, folded horn subwoofers AB-36C and EL-36C, mains CVP-2153, stage monitor wedges CVP-1152 and from the Active Series, CVA-28’s for audience fill. Coca-Cola’s Gallard adds, "The beauty of working with Cerwin-Vega! is that we now have two really strong brands in their own respective industries. For a lot of people music is synonymous with Cerwin-Vega! and for us to be associated with them helps the Coca-Cola brand. We can bring in the big stage production and top acts, Cerwin-Vega brings on the sound -- it's a perfect marriage."
The Cooper Tires Music Tour
In the dirt or on the road, Cooper has your tire. But at the party, Cooper has your speaker. With sponsorships such as open-wheel racing, drifting, and bull riding, Cooper Tire covers live events each year from Coast to Coast, showcasing their two impressive outdoor interactive mobile displays. But the ultimate compliment to any interactive display is quality sound, and that’s why the Cooper Tire units are outfitted with Cerwin-Vega’s passive, full-range CVP-2153 loudspeakers to cut through the constant roar of engines and screaming fans.
“The Cooper Tires Racing Stage is almost always parked in one of the loudest environments at a race track,” mused Aaron Wallace of Marketing Activations Group, which handles experiential marketing for the company. “The interactive platform is either in the heart of the track or in the paddock area at the race track. The revving motors and the squealing tires are a constant challenge when trying to speak with consumers and interact with the fans. The additional Cerwin-Vega speakers have really enhanced our sound output and are making it easier to get the Cooper Tire brand message out to the fans with all of the competing noise.”
Amidst the range of speakers available to them, Wallace confessed that they made the decision to go with Cerwin-Vega based primarily on the sound, but construction and price were also a major factor.
“Cooper Tire is a quality product, so we try and align the Cooper Tire brand with other quality brands and products for the mobile displays. Cerwin-Vega definitely falls into that category. We have listened to a lot of speakers at all of the events that we attend, but when we heard the new CV system it really stood out above the rest. The quality of the speakers, as well as the competitive pricing, made it a no-brainer to add the system to our consumer interactive trailers.”
Christopher Pantani, Cooper Tire’s Director of UHP Marketing and Business Development agreed. “We tried to do it with some other manufacturer’s boxes, but the sound was just not enough to deliver the low-end clarity and volume that we're getting from our Cerwin-Vega speakers.”
And the feedback they’ve received has been overwhelmingly positive.
“The reaction to the speakers has been phenomenal,” said Pantani. ”We have without a doubt the loudest and clearest sound. When everyone around us is trying to pump their music through inferior speakers on sticks, it's nice to have the Cerwin-Vega CVP-2153’s to cut right over the top of all the other vendors when we are doing our performances and driver announcements. Now that we have them on both touring stages, these speakers will see over 56 live events this year.”