Shania Twain: Still The One

Objective:

To increase brand awareness and drive tickets sales for Shania Twain’s resident show, SHANIA:STILL THE ONE, at The Colosseum at Caesars Palace. 

 Approach:

Utilize a “once-in-a-lifetime” promotional package involving artist interaction with a country television network and multiple syndicated country radio platforms. The winners were invited to experience a two night stay in the Laurel Collection at Caesars Palace, Dinner for Two at Bobby Flay’s Mesa Grill as well as join Shania onstage in her show to sing with her in the campfire scene. 

Results: 
MME partnered with Country Music Television (CMT) and CMT Syndicated radio platforms offering two packages to “Sing with Shania.” Orbitz was secured as the travel partner. The 
sweepstakes garnered: 
 
Total Promotional Value: $1,000,000 
73,000 Entries 
4,730 opt-ins for AEG & Caesars 
11.5 Million impression 
 
CMT – TV: 
Air Dates: 4/16 - 5/21 
News inclusion in Hot 20 Countdown voiced by Cody Alan 
Increased Shania music video plays with contest scroll in lower third 
Dedicated contest page on CMT.com
Dynamic lead on CMT.com
Contest banners on CMT.Com
Social Media push from CMT.com (twitter/Facebook/Instagram) 
Follow-up winner coverage on Hot 20 Countdown 
Follow-up photo/video inclusion on CMT.com
 
 
CMT Radio: 
Air Date: 5/5 - 5/21 
Cody Allen After Midnight, CMT Radio Live, CMT All Access, Crook & Chase 
Daily live voiced sweepstakes spots by Cody Alan & Crook & Chase across all platforms 
Daily recorded liners on all formats 
Daily recorded sweepers on all formats 
Dedicated contest entry page on all station websites 
Dynamic lead on all station websites 
Contest banners on all station websites 
Social Media push from all stations (twitter/Facebook/Instagram) 
Follow-up winner coverage on all station websites 
Follow-up photo/video inclusion on all station websites