Author: By R. Thomas Umstead 
Publication: Multichannel News

In an effort to introduce to pay-per-view, Spring Communications has entered into a “strategic venture” with New York-based agency The Erlick Group to help create corporate-sponsorship opportunities for upcoming PPV events. 

This new venture will develop PPV and Internet events for advertisers and their agencies that address specific marketing- and promotional-communication needs, Spring president John Rubey said. This will include new product launches, product-repositioning campaigns and name changes. 

Spring, along with Erlick, will attempt to match sponsors with a particular music or other PPV event that appeals to the company’s targeted audience. 

“We’re looking at aligning consumer-brand marketing campaigns with performers appearing on PPV,” Rubey said. “With this new venture, we can begin to develop a marketing platform for sponsors.” 

Erlick president Jim Erlick said more companies are beginning to look at PPV as a viable marketing and advertising option for their targeted products. The cost of allying with a PPV event is “incredibly affordable” when compared with tying in with a live arena concert performance, he added. 

“More companies are looking at ideas that are out of the box and they are extremely receptive to PPV”, Erlick said. “PPV concerts open up a chance to tie in with an artist and to get exposure through [the industry’s] PPV-marketing efforts.” 

Rubey said the venture is currently working on several projects, but he would not reveal specific details. 

Spring has had success in the past working closely with a wide range of major event sponsors such as Microsoft Corp., United Airlines Inc., Subaru of America Inc., The Gillette Co., Best Buy, Filene’s Basement, The Kroger Co., CDNOW Inc. and BMG Direct. 

They have been involved in such PPV shows as Alabama: For the Record, KISS-FM All-Star Concert, RODEOHOUSTON, and concerts by Chicago, Hall & Oates and the Allman Brothers Band.