Returning the King to his rightful throne
As the best-selling solo music artist of all time, Elvis remains one of the most iconic figures of the 20th century. But decades after his death, his relevance was at risk of waning.
Those who had grown up with his music were aging. For younger generations who hadn’t been exposed to his music, he had become more of a caricature than a real person. Elvis Presley Enterprises needed a way to reinvigorate the older generation while simultaneously introducing younger audiences to his music and his legacy.
The answer was an integrated marketing campaign that linked Elvis to other culturally relevant touchstones and prompted a resurgence of interest.
Promotional elements included fan affinity programs, digital marketing, licensing, and e-commerce. They also included branded entertainment partnerships with such iconic brand names as Dale Earnhardt, Jr., Budweiser, and Reese’s – who created a special flavor tied to the King.
The campaign focused on building, managing and measuring the brand equity of both Elvis and his beloved Graceland – and resulted in the biggest revenue years to date for Elvis Presley Enterprises.