Home  › Social › Social Media
img-2121

Darius Rucker Delivers Toys via Eventful

  |  December 24, 2012   |  Comments

Rucker used Eventful's Demand It platform to determine where to donate holiday toys.

About a month before Darius Rucker's latest album, True Believers, releases on January 22, his label, Universal Music Group Nashville, tapped digital media company Eventful to push the Hootie-and-the-Blowfish-frontman-turned-country-crooner's holiday partnership with the U.S. Marine Toys for Tots program.

The campaign used Eventful's social platform Demand It to ask fans where Rucker should purchase $10,000 worth of toys to donate. Demand It enables users to request that events take place in specific locations.

Participants were also able to encourage voting via Facebook and Twitter to help their chosen city win.

With just over 5,000 votes, Lindenhurst, N.Y. won out, followed by Toms River, N.J.; Lincoln, Neb.; Island Park, N.Y.; and the New York City metro area.

Lindenhurst is a village on the southern shore of Long Island that was impacted by Hurricane Sandy. All toys will be distributed to children in the area.

Voting ran November 15 to December 10. Nearly 31,000 fans in 3,028 U.S. cities participated.

As a result of the campaign, Rucker visited a Toys "R" Us in Carle Place, N.Y. on December 17.

While it is unclear if the $10,000 came from Rucker himself or his label, an Eventful rep says she believes Rucker donated an additional $4,000 to the cause.

On December 17, @dariusrucker tweeted, "Buying toys for Lindenhurst. That's a lot of toys," along with an image of his haul.

"By the time he was done, Rucker had rung up a receipt nearly ten feet long," says an Eventful blog post.

Eventful provides local information with over four million events in 27 categories.

According to Holly Anderson, vice president of marketing at Eventful, the company has 21 million registered users.

"We help people find out what's happening in local markets," Anderson says. "Everything from book signings and wine tastings and gallery openings."

In addition to allowing fans to request performances, Demand It provides tools for the performers themselves. That includes a dashboard to view demand count by city and demographic data, as well as the ability to add events and message fans through a contact management system.

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Jobs