Rodney Atkins gets cheesy this summer
Wednesday, April 7, 2010
– Rodney Atkins is getting cheesy this summer. Velveeta Shells & Cheese teamed up with Atkins to sponsor his upcoming summer tour. This is the first time Velveeta partnered with a country artist.
At the center of the campaign is a new song by Atkins written exclusively for Velveeta, Get Together. The exclusive new song is featured in Velveeta's television advertising and will also be available as a free download for the first 100,000 fans starting in May. 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 for family and friends right in the winner's backyard.
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. While there they'll also have a chance to win autographed Rodney Atkins merchandise and CD's; and enjoy a taste of Velveeta Shells & Cheese. A few lucky winners will also have the opportunity to participate in "meet & greets" with Atkins.
"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," said Atkins. "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."
The new television ads began airing nationwide in March, and additional print and digital advertising will run throughout the year. Further details on the tour stops, contest and song downloads will be announced in May.
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