Case Study: Country Music Association drives fan engagement and contest entries with Comcast Spotlight

Country Music Association - Customer Case Study

The Country Music Association (CMA) in Nashville faced a good problem: its Fan Fair concert sold out quickly, and it needed a new way to engage fans with a limited budget and a short, roughly two-week marketing window. CMA partnered with Comcast Spotlight to help promote the new Fan Fair X event, a celebration featuring artists, vendors, kids’ activities, and music.

Comcast Spotlight developed a cross-screen campaign centered on a custom sweepstakes for an “ultimate fan experience,” using TV and digital advertising to drive fans to a dedicated website where they could enter to win and purchase tickets. The effort also captured opt-in contact information for future marketing. Results included 394 contest entries from the initial one-day email roadblock on XFINITY.com, plus 126 additional entries from the rest of the multi-screen campaign.

Country Music Association