Pharris Media has created, sold and activated a wide range of sponsorship programs for companies with a broad spectrum of needs. Below are a few case studies for your review. We will be happy to talk with you about your sponsorship needs and expectations.
Pharris Media was retained by Green Room Entertainment, a division of Omnicom Media Group Entertainment & Sports Division, to identify and secure a sponsor for its client, Activision, to support the launch of its premier video game franchise “Call of Duty”. The goal of the campaign was to deliver a sponsor who would provide ‘money, merchandising, and media’. Pharris Media delivered Monster Beverage Company for the multi-million sponsorship, which included sponsorship fees, point-of-purchase activation in more than 1,000 tier-one retails stores throughout the United States, at-retail consumer participation events, and promotion to tens-of-millions of consumers through social channels and online properties.
General Motors was in search of a high-profile presence location in the United States to engage consumers through as many touch-points as possible. Patrick Pharris contacted General Motors with the concept of building the company’s first vehicle test track that would be ‘open-to-the-public’. General Motors agreed with the Pharris’ concept to develop GM The Drive, a $30+ million-dollar endeavor in Las Vegas that was positioned as an entertaining attraction. Pharris secured the property (connected to the Las Vegas Monorail to help facilitate a large volume of consumer attendance), procured a monorail-wide promotion campaign, facilitated affiliate marketing programs with Vegas.com (the largest room and attraction booking services for Las Vegas) and many of the casino resorts. Pharris then created an initiated a massive media relations program, and orchestrated a deal for Clark County Nevada and the City of Las Vegas to purchase dozens of General Motors vehicles.
When the entrepreneurs who led the development of the Las Vegas Monorail realized there would be a $6.5-million shortfall in the revenue projections they needed to secure the AAA Bond Rating and Bond Insurance necessary to guarantee the $650-million bond funding for the project, they turned to Patrick Pharris, founder and CEO of Pharris Media, to identify ways to close the revenue gap. After studying the bond offering ridership projections and related materials, Pharris created an advertising revenue program he called Total Brand Immersion. Pharris co-authored an investment grade advertising revenue study demonstrating that if ridership projections were accurate and if the casino resorts of the Las Vegas Resort Corridor participated in the sales and marketing efforts of the public transit system as planned, then the advertising program could realistically close the revenue gap. Pharris was invited by Solomon Smith Barney to join the monorail’s bond financing road show team, to present the Total Brand Immersion advertising revenue program to bond raters, bond insurers, and bond buyers. Pharris accepted the invitation and later activated the advertising revenue program as the President of Promethean Partners, LLC, an advertising sales company created specifically for the sale of monorail advertising. Pharris eventually sold monorail advertising contracts totaling more than $80-million to Monster Beverage Company, General Motors, Paramount Pictures, Nextel, Bank of Nevada and several others. Pharris also created and implemented a media relations program featuring each of the sponsors, which generated more than 3-billion media impressions and was covered on all US television evening news programs, Associated Press, the Wall Street Journal, USA Today, the New York Times, the Los Angeles Times, and hundreds of other daily newspapers and online publications.
Pharris Media has had a long-standing sponsorship program relationship with the C-Level executives of Monster Beverage Company. Pharris Media has facilitated sponsorships for Monster Energy with rock legend Slash, alternative rock bands Linkin Park, Rob Zombie, and Five Finger Death Punch, Activision, the Las Vegas Monorail, General Motors, and others.
The sponsorship with Slash as negotiated by Pharris Media included use of name-and-likeness in retail stores and online, on-pack music downloads, a private concert for hundreds of Monster VIPs, and product casting in music videos (with Fergie). The sponsorship with Linkin Park as negotiated by Pharris Media included product promotion in tour locations and related advertising, on-stage product placement including the requirement for band members to consume Monster Energy while on-stage, inclusion in online promotions, back stage meet-and-greets for VIPs, autographed product for use as prizes in sweepstakes, etc. Activation sponsorships included video game tournaments, retail point of purchase materials, sweepstakes, product giveaways, VIP game play events, and online promotion. The Las Vegas Monorail sponsorship included a massive media event in New York and Las Vegas, train wraps, on-station signage, and exclusive on-station beverage vending rights for ten years. The General Motors affiliation included a presence for Monster Energy at GM The Drive, the consumer test-track in Las Vegas, product tastings, and related affiliations.
Gallery Place is a shopping, dining and entertainment complex connected to Verizon Center, the premiere sports and entertainment arena in Washington, D.C. Pharris Media was retained by Gallery Place property developers to lobby local elected and appointed officials to obtain permission to install the District’s first Video Billboards, complete with a sound system so pedestrians could hear soundtracks of the content displayed on the video billboards. Pharris Media was successful in the endeavor and secured AT&T and Coca-Cola in multi-year contracts as the systems sponsors.