Straight No Chaser
Social Christmasing Album and Livestream Series Plan
Results: Nearly 150 million total earned media impressions, including three national TV performances
Overview
Straight No Chaser, who forged a path for a cappella to the mainstream through their breakthrough holiday albums, have built a loyal fanbase of “Chasers” over the last decade. Each year, their fall tour crisscrosses the country and has become a tradition for families from coast-to-coast. Seeing is believing with this group – visual performances on TV and online are the most effective medium to showcase the group’s incredible ability to produce full and lush arrangements with vocals only.
In 2020, with a fall tour impossible, the group booked 10 ticketed livestream shows in support of their new holiday release, Social Christmasing. Yet the market-to-market media performances the group traditionally leverages around the country presented a challenge. Plus, in the midst of seemingly never-ending political and pandemic coverage, was there a place for holiday music?
“Ways To Experience Holiday Music This Season”
Los Angeles Times
The Plan
In crafting a narrative for this album, we leaned into the insanity of 2020. This was a year that holiday family traditions (like those families that see Straight No Chaser every fall) was necessary to return to a sense of normalcy.
Additionally, we arranged for the group to do live and taped performances directly from their venue at MGM National Harbor. Without the ability to travel or a local show to peg a local TV performance to, we specifically targeted:
Stations and shows with a history of having Straight No Chaser on the show.
Hometowns, both original and adopted, of the 9 members.
Best-selling tour markets for the group.
Results
Three performances in the 9 and 10 AM hour of “Today,” a longtime supporter of Straight No Chaser.
The Los Angeles Times named the group’s album and livestream shows in a roundup on “ways to experience holiday music this season,” in a year where traditional concerts and annual events were not possible.
Additional TV performances included performances on affiliates in Chicago, Philadelphia, Tampa, Detroit, St. Louis, Indianapolis, Nashville, Madison and Tulsa.
Podcast coverage included 'The Adam Carolla Show,' one of the most downloaded podcasts and NPR's 'The Kindness Podcast.’
Total earned media impressions of nearly 150 million, including several national media hits and 15 local media hits in the top 25 DMAs.
