Velveeta Shells & Cheese is teaming up with Curb Records artist Rodney Atkins for a summer-long partnership with Velveeta Shells & Cheese. This is the first time Velveeta Shells & Cheese has partnered with a country music artist; it is also among the first national marketing sponsorships for Atkins.
At the center of the campaign is “Get Together,” a new song by Atkins written exclusively for Velveeta Shells & Cheese. The new song is featured in Velveeta Shells & Cheese TV advertising and will also be available starting in May as a free download for the first 100,000 fans. Also starting in May, fans can enter an essay contest for a chance to win the “Ultimate Get Together” – a private cookout and concert with Atkins in the winner’s backyard.
In addition, a custom Velveeta Shells & Cheese “Side Shack” will provide family entertainment at select Rodney Atkins summer concert tour stops. Through radio, in-store and on-site festival promotions within the concert tour markets, consumers can enter for a chance to win VIP entrance into the Side Shack, where they can perform virtually alongside Atkins on an interactive screen and enjoy some of the best views of Atkins concert. A few winners will also have the opportunity to participate in meet-and-greets with Rodney.
“Although I spend a lot of time on the road, I’m a regular guy – a husband and a dad – and there is nothing I enjoy more than spending time with my family and friends over a good meal,” Atkins says. “I’m excited to team up with Velveeta Shells & Cheese to encourage folks to ‘get together’ and to enjoy some good food and good music this summer.”
Beginning in May, visit www.GetTogetherWithRodney.com/Velveeta for contest details.
Category: Artist, Featured, Sales/Marketing
