AMP kicks off ''SB`05'' Spring Break Promotion with record number of marketers and new, innovative programs as crowds descend on Panama City Beach, Fl.; Top sponsors include Paramount Pictures, Paramount Home Entertainment, PlayStation(R), Dreamworks, America`s Army, Hasbro and Fox Broadcasting
PANAMA CITY BEACH, Fla.--(BUSINESS WIRE via COLLEGIATE PRESSWIRE)--Feb 28, 2005--The marketing tide is rising at the beach this month as AMP Agency, an Alloy Media + Marketing Company (NASDAQ: ALOY), announces the launch of ''SB05'', an integrated custom marketing program that reaches ''from the shore to the dance floors'' at the nation`s premier spring break destination. For the third year running, ''SB05'' is the biggest marketing presence in Panama City Beach, with AMP Agency offering new, innovative programs and citing record partnership participation.
''SB05'' is a large-scale cooperative marketing program that enables brands to leverage the tight proximity and festive atmosphere among the estimated 400,000 college students who will visit Panama City Beach, FL in March 2005. Marketers take advantage by delivering creative, innovative, and highly interactive campaigns designed to engage the college crowd and draw upon multiple touch points throughout their days and nights.
The college market has emerged as a ''must have'' demographic for many brands, as studies reveal that impressions formed by pre-graduates can make for lifelong brand relationships.
Gary Colen, EVP, Alloy Media + Marketing, sums it up, ''College students aged 18 - 24 are a coveted demographic with one of the highest discretionary spending levels in the U.S. This is the number one time and place to meet these dynamic young adults and make a lasting impression.'' He continues, ''For the next four weeks, ''SB05'' will be the hottest 65,000 square feet of college-targeted marketing space in the country. The Panama City Beach experience gives us an incredible breadth of creative opportunities to unite college students and brands for an intensive period.''
AMP maintains exclusive control over the prime beachfront property at Panama City Beach for marketing purposes. This 65,000 square feet of college-targeted marketing is anchored at Spinnakers Beach Club, the most popular beachside resort, where marketers and college students interact through AMP-executed on-site events, entertainment and sampling opportunities.
The action extends from the beach to the parking lot and into the hotels. AMP`s exclusive relationships with area resorts give marketers fresh, creative branding opportunities including bus and elevator wraps, hotel room clings, sponsored room keys, door hangers, and in-room TV advertising. The party - and the brand interaction - continues into the evening as sponsors support the nightlife with contests and special events in the local clubs.
The wave of spirited and creative promotions has become an integral and welcome aspect of the Spring Break experience. According to 360 Youth`s 2004 College Explorer study, powered by Harris Interactive, over 65% of students attending Spring Break report they plan to purchase an item following a sponsor`s demo.
''This is ground zero, where viral college marketing starts,'' adds Gary Colen. ''Marketers have 24/7, 360 degree access to eager, receptive students who, as we`ve come to learn, carry the messages back to campus with them.''
''SB05'' represents a watershed year for Spring Break promotions as record numbers of sponsors, promotional dollars, and students will hit the beach at the same time. Confirmed ''SB05'' top sponsors include Dreamworks, Paramount Home Entertainment, Playstation(R), Hasbro, Paramount Pictures, Fox Broadcasting, and America`s Army. Following are some of the''SB05'' sponsored event highlights:
Dreamworks: DreamWorks will be promoting the upcoming theatrical release of ''The Island'' directed by Michael Bay and starring Ewan McGregor and Scarlett Johansson. Students will walk through a custom entranceway, branded with imagery from the movie, that ultimately opens into a large battle arena. Inside the arena, students will be able to battle against each other inside their own individual custom Zorb. Zorbs are large inflated balls that students stand inside of and maneuver around by running and pushing against the inside. Students will attempt to use their Zorb to push the opposing Zorb out of the arena and thus winning the battle.
Paramount Home Entertainment: Paramount Home Entertainment will be promoting the DVD and VHS release of THE SPONGEBOB SQUAREPANTS MOVIE at Spring Break. THE SPONGEBOB SQUAREPANTS MOVIE will have its own branded area consisting of a 20 Feet replica of SpongeBob`s house where ice-cold pineapple smoothies will be served. Spring Breakers will also be able to sit down and enjoy their smoothies in a branded lounge area consisting of beach umbrellas, chaise lounge chairs, outside of SpongeBob`s House. THE SPONGEBOB SQUAREPANTS MOVIE features everyone`s favorite talking sponge, as he makes his big-screen debut alongside his pals, Patrick and Squidward, plus David Hasselhoff! The DVD and VHS will be released on March 1.
PlayStation(R): Sony Computer Entertainment America will bring PlayStation(R) to the hottest locations in Panama City Beach. Students who stop by the stage area at the ''SB05'' will have the opportunity to win the latest software for the PlayStation(R)2 computer entertainment system including Gran Turismo(TM)4, The Getaway: Black Monday and MLB(TM) 2006 (ESRB ratings E-M). Beach goers should also keep an eye out for PlayStation models, who will be handing out PlayStation branded premium items at the most popular hotels, beach sites, and nightclubs that Panama City Beach has to offer.
Hasbro Super Soaker: Fathom Communications Presents Hasbro Super Soaker - A year after hosting the largest water fight ever to take place on the beaches of Panama City, Super Soaker is back, ready to top themselves in 2005. Thousands of students are invited to take part in a huge multi-day tournament that will produce 8 lucky finalists. After surviving intensive water fighting the 8 finalists will race through a wet and wild obstacle course, completing a series of Super Soaker tasks all while evading water blasts from hundreds of onlookers. The contestant skilled enough to complete the course in the fastest time, while managing to stay ''dry & alive,'' will be named the Ultimate Super Soaker Survival Challenge Champion.
Paramount Pictures: Paramount Pictures will be promoting several upcoming theatrical releases including Sahara starring Matthew McConaughey and Penelope Cruz, the Bad News Bears starring Billy Bob Thornton, the Longest Yard starring Adam Sandler and Chris Rock, and War of the Worlds starring Tom Cruise and directed by Steven Spielberg. The Sahara and Bad News Bears promotions will include on beach activations consisting of a huge inflatable water slide and professional quality-batting cage, respectively. Both these movies, along with the Longest Yard and War of the Worlds will also have various in-hotel and in-club media activations throughout the entire Spring Break period.''
FOX Broadcasting: Fox Broadcasting will be promoting its animated television series the Family Guy. In Panama City Beach, students will be able to enter a custom built Tiki Hut version of the Family Guy house. The inside of the house will be full of color and showcase the look and feel of the show. Televisions will be playing episodes of the hit FOX show for kids to check out as they jump on internet ready computers to surf the web or e-mail friends and family at home and school.
America`s Army: The U.S. Army will be out in full force on the sandy beaches of Panama City with its extremely popular America`s Army PC game (www.americasarmy.com). A fully branded America`s Army Hummer H2 will offer students unique insights into the Army as they take part in daily head-to-head game competitions conducted from computers embedded in the Hummer. At the Army-themed display, which will feature an overhead camouflaged net canopy, Spring Breakers will be able to win Army and military-themed prizes.
AMP Agency continues to support its program with the newly designed and upgraded ''SB05'' Web site. The Web site, located at www.springbreakamplified.com, allows sponsors to post and view photos of their company-sponsored activities, provides relevant brand information and offer up-to-date listings of all ''SB05'' events straight to the consumer. AMP has recently spread its blanket to the beaches of Cancun, Mexico, offering marketers additional ''SB05'' marketing opportunities on the shores of the second most- visited Spring Break destination.
About ALLOY MARKETING AND PROMOTIONS (AMP)
ALLOY MARKETING AND PROMOTIONS (AMP) is the promotional agency of Alloy Media + Marketing, an Alloy, Inc. Company (Nasdaq: ALOY). As part of Alloy Media + Marketing, one of the country`s top ranked marketing organizations and one of the largest providers of non-traditional and targeted media, AMP delivers custom solutions for consumer brands targeting youth, young adult and multicultural lifestyles. AMP was named 2004 ''Agency of the Year'' by PROMO Magazine, one of the most acclaimed honors among promotional industry professionals. In addition to award-winning recognition for its big ideas and strategic concepting, AMP is a renowned leader for its creative and interactive development, as well as its strength in campaign execution, including mobile and event marketing, consumer insights, interactive design and guerilla marketing. Last year, AMP developed over 100 major promotions and executed over 10,000 event days. Headquartered in Boston with offices in New York, Los Angeles, Chicago and New Jersey, AMP services a wide array of Fortune 500 companies and specialty brands. For more information on AMP, an Alloy Media + Marketing Company, please visit www.ampagency.com. For more information on Alloy Media + Marketing, please visit www.alloymarketing.com.
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