Sticky new method: CDs in soft drink cup caps
 

ALEX VEIGA, AP Business Writer Monday, June 30, 2003

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(06-30) 22:47 PDT LOS ANGELES (AP) --

Pop singer Rachel Farris is far from a household name, but a new spin on marketing could change that.

Her independent record label is embedding mini-CDs in the lids of soft drink cups at movie theaters nationwide and a few theme parks.

Featuring not just a pair of songs that can be heard on regular CD players but also video clips and other content viewable on computers, the so-called enhanced CDs make TV and radio seem passe.

In all, 4.8 million of the CDs promoting Farris will be distributed in a monthlong campaign that began Friday, dolling up -- or cluttering, depending on your perspective -- drink containers at the Regal Entertainment Group's 530 theaters in 36 states and at two Universal Studios theme parks.

(The straw fits through the hole in the middle of the disc.)

The theaters will also show a three-minute video of Farris before movies.

"The whole industry is in such a state of flux," said Bill Edwards, whose Big3 Records is financing the Farris promotion. "It's kind of a tough situation, especially for an independent label, to get music played, because we're vying against everyone else in the world."

The marketing push by the St. Petersburg, Fla.-based label is unusual for a new artist.

"We know it's a gamble, but we think it's a very good gamble," Edwards said.

LidRock, the company making the discs, pinned costs at several million dollars. The CDs have two of Farris' songs, lyrics, an interview and a video of the singer.

Using such CDs to market musicians is fairly new, but its time has come, said Tena Clark, CEO of Pasadena-based Disc Marketing, which has designed enhanced CD marketing campaigns for companies like United Airlines, Coca-Cola and Victoria's Secret.

Clark said she has received inquiries in recent weeks from both veteran and budding recording artists, but hasn't inked any deals yet.

In the past, music stars have appeared on enhanced CDs mainly to sell a product, not to sell themselves, Clark said.

For example, Clark said, contact lens maker Acuvue used an enhanced CD with exclusive footage and song mixes by Latin singer Enrique Iglesias.

Pepsi used Colombian singer Shakira in an enhanced CD campaign in Spain and several Latin American countries, said Ellen Healy, director of sports and entertainment for Pepsi International. Some 2.5 million CDs were given away as prizes over the past 18 months.

Clark said she had no knowledge of other promotional CDs coming with soda lids.

Edwards, who would not say how much Big3 paid for the unorthodox Farris promotion, said he was inspired in part by the Pepsi campaign.

A photo of Farris covers the CD label though the disc also has commercial clips of "Stuck on You," a comedy starring Matt Damon and Greg Kinnear, and Universal Studios' theme park rides.

Still, the push is focused on Farris.

"I'm just hoping it will (get) a good reaction," she said in a phone interview last week before performing in Westbury, N.Y., with teen boy group O-Town. "It's a totally new idea, and there's always risk involved."

Though Farris said she was initially concerned about cutting into album sales if she gave away two songs, she figured the promotion could get fans "to want to hear the rest, hopefully."

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Just as my mind was getting over being boggled by vendors roaming the aisles of the movie theater, hawking all manner of concession stand fare---the marketeers have a new one.

neat concept. bravo for finding a unique marketing method.

i can swear i heard this concept about 2 years ago, hmmmm well neway................Rachel Farris? who is that?

is she that desperate to get the name out?

Rachel Farris:rachelsmusic.com

so... lemme get this straight. in the lid of the soda I buy at the movies... ther is a CD. w/ 2 tracks from a chick i've never heard of. and i'm supposed to put this sticky, scratched abused disk into MY computer? I think not! nuh uh

You forgot about one extra thing - you also get to pay $5.00 for it.

Great, now shitty music will be in the way of my normal routine of mass beverage consumption. This better not slow me down too much.

i didnt actually expect an answer DoubleD but thx.........lol

Sweet. Just when I think marketing people have little new ideas to try, this comes out. I'm not sure I would have selected to start this at a movie theater (who the hell came up with that?) but the mini-CD is a cool thing.

Heh, well I figured you would google it if you really wanted to know...but I had the link handy, since I posted the story.

You're welcome, tho' :suave:.

(Has anyone clicked the link?)

I've clicked it, and listened to some of her songs....I'm not that impressed. She sounds kinda like Avril Lavigne, with less angst.

If it were a good artist I don't think I'd mind, but then, I doubt a good artist wouldn't need this level of asinine marketing. Or, at least, wouldn't ascribe to it.

I'll just not buy my drinks at theaters anyway because they're painfully overpriced you Cineplex bastards.

cool idea, if its free i'll check it out

Cool, more free skeet targets.

The regal cinemas here did that a few days ago, I got on of tose cd's along with a commerical on how to use it.

Regal will have plenty more coasters to use though..

well i figure im already paying five million dollers for one stupid drink at the movies so i might as well get a shiny thing to keep me amused whilst sitting through the crappy moive.

Something tells me there is going to be a lot of frisbee playing during her 3 minute! music video before the film. *sheesh!* :rolleyes:

sheesh... yet more plastic to put into the landfills.... whoopee!

This from the man who works for MTV :)

I think it's a good idea, if it doesn't increase the price of the drink.. im all for new ways to market artists..

very sneaky.
amazing how human creative finds a way to market in any space!

hmmmm, i can just see it,someone spilling their drink of the cd, putting it into their cdplayer, breaking it, and then filing a lawsuit.

Yay! More beer coasters. At least your $5 10 gallon megafuckton drink will be worth something.