Tuesday, May 8, 2007
7 News Features: Everything Idol
Idol's so big you know it's not just about the music anymore. From the driveway to the dinner table -- and everything in between -- Idol is everywhere.
WSVN -- American Idol is all about the performances, right?
Randy: "We got a competition going on."
Well, if music is first, marketing is a close second.
"They have about 45 different co-branding relationships of some kind."
You don't have to look very hard to find the familiar blue oval.
From dinner to dessert, Idol has taken a bite out of it all.
"They have like microphones, headsets..."
Our panel of judges says:
Kid #1: "Yo, diggity-dawg. I thought it was sweet."
Louis Aguirre: "What would Paula say?"
Kid #2: "It's excellent."
Louis Aguirre: "Do Simon impression?"
Kid #3: "Oh, well, I think it was horrible."
And Idol isn't targeting just the kiddies -- ladies can have the "scent" of an Idol.
"They definitely have a formula that works at this point."
It's a formula that fits into just about every nook and cranny of corporate America.
"We expected something about a revolution."
You can have a Coke and smile while Simon lays the smack down.
Cingular cornered the market on texting votes while callers hear a plug for AT&T.
And Ford's ad agency is in creative overdrive each week.
So -- does a company sponsor Idol, or does Idol endorse a product?
Rey Sanchez: "Really, what they want to do is partner with other products that share the same values, or perceived value, of American Idol."
And, for Idol, the opportunities are endless.
From the show alone each season's top ten puts out a CD, the winner cuts an album.
And then there's the tour.
The T-shirts, the posters and everything that goes with it.
Did you get all that?
And there's more: The web? Forget it! It's an Idol fan's nirvana.
Google "American Idol" and you'll get more than 37 million hits, including WSVN.com and our American Idol Blogcast.
And if you think you've seen it all, think again.
The state of Indiana even issuing a scratch off lottery game with a chance to win a trip to the finals.
Idol is not just an American phenomenon -- it's a hit in dozens of countries.
And the biggest bonus of all goes to the record execs.
"The single most expensive part of breaking a new artist is name recognition. With American Idol, you have that built in."
It takes unknowns and makes them household names -- overnight.