In an online concert over Thanksgiving weekend, the band Kiss partnered with sponsor Anheuser-Busch to pull in almost 2 million concert views online, and to sell a lot of beer.
Kiss broadcast the last show on their recent tour for free through the live streaming video platform Ustream to give everyone a taste of their "35 Alive" tour. The broadcast pulled two million views that lasted for an average of 43 minutes.
This was good news for their sponsor, Anheuser-Busch, whose logo was fixed in the bottom right-hand corner of the broadcast for the whole show. A-B has been fond of these unique partnerships as a way to connect outside of traditional advertising, and executives say it has payed off in high beer sales.
The other beneficiary of the online concert was Activision, maker of Guitar Hero video games. A text scroll at the bottom of the screen during the live broadcast featured the three-song Kiss "Track Pack" extension pack for the new "Guitar Hero 5" game. The Kiss pack has had the best sales of any of the other packs since the November show, said Activision.
To read more about this unique partnership, click here.
Other companies can take a hint from A-B and Activision after this successful partnership. With less and less people spending time watching commercials live, advertising has to come in new and unique ways through different mediums. To all companies involved, thank you for your forward-thinking.
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