INDIANAPOLIS & ATLANTA (Simon Property Group, Inc./ www.simon.com/ www.coca-cola.com) - Reality TV gets much more "real" in malls across the country this Spring, as
Simon Brand Ventures, the business-to-consumer arm of
Simon Property Group, Inc. and Coca-Cola launch a multi-mall event featuring live performances by 2004-2005 past American Idol finalists exclusively at
Simon Malls across the country.
The event brings the drama and excitement of the pop culture phenomenon, American Idol, created by Simon Fuller of 19TV and developed and licensed by FremantleMedia, from the living room TV directly into Simon Malls in major markets throughout the country. The live event will bring tens of thousands of people across the United States face-to-face with their favorite stars from the show's 2004 and 2005 seasons.
In addition to experiencing live performances from American Idol favorites LaToya London and George Huff (third and fourth place finishers, respectively) from the 2004 season and current 2005 season finalists just voted off the show, attendees will be treated to an exclusive "backstage" Q&A session with American Idol celebrities and an American Idol trivia contest. Fans can also compete in a live singing competition and a high-energy dance contest to win fun prizes such as Simon Visa Giftcards and American Idol t-shirts.
The multi-mall event kicks off April 8 in Boston and culminates in Los Angeles on May 14, just prior to the May finale of American Idol's fourth season on FOX. In between, the event will visit Simon Malls in New York, Philadelphia, Atlanta, Chicago, Indianapolis, Dallas and San Antonio.
"Simon Malls, which host more than 2.2 billion shopping visits each year, present the ideal venue for staging an interactive American Idol experience," said Mike Stern, director, immediate consumption customer marketing, Coca-Cola North America. "People are enthralled by the contestants, the performances and the judges. Coca-Cola understands that passion. Programs like this one help bring the excitement of American Idol directly to the fans."
"Simon prides itself on consistently bringing America's hottest marketing properties face-to-face with the most sought-after consumer audiences," said Mikael Thygesen, senior vice president of business development for Simon Brand Ventures. "We're thrilled to help Coca-Cola share the excitement of American Idol by offering this unique, interactive opportunity to fans across the country."
The American Idol experience at Simon Malls is one of several proprietary large-scale consumer promotions that Coca-Cola and Simon have implemented as part of a multi-year comprehensive marketing alliance, including Simon DTour Live, a national road trip of hip teen music and brands that spotlights emerging pop singing sensations, and Simon Mall for You(TM), a uniquely experiential tour about relaxation, fashion and rejuvenation - just for women. Coca-Cola's agreement with Simon also covers vending, sponsorships, promotion and on-mall advertising across the Simon franchise. For example, Coca-Cola kicked off 2005 American Idol excitement at 165 Simon Malls in January and February with an Instant-Win Coca-Cola Vending Game. Prizes ranged from American Idol t-shirts to an all-expense-paid trip for two to the taping of the American Idol finale.
Coca-Cola has created in-program elements such as "Behind-the-Scenes Moments" that, when coupled with local activities at Simon Malls, enhance and extend the excitement of American Idol for fans across the country. Eight-time Emmy-nominated American Idol is created and executive-produced by Simon Fuller, founder of 19 Television and executive-produced by Cecile Frot-Coutaz, Chief Operating Officer, Production, FremantleMedia North America Inc.; Nigel Lythgoe, President, 19 Television; and Ken Warwick, Executive Producer, FremantleMedia North America, Inc.
American Idol is a FremantleMedia North America /19TV production and can be seen Tuesday and Wednesday nights on FOX.
