When Aerosmith heads on their summer tour, fans in selected states will have a chance to win backstage passes through a band-branded series of lottery games.
According to reports, Primary Wave Music (Steven Tyler’s publisher) arranged a deal with GTECH, a gaming technology company, to launch the band-branded series of lottery games, which are based on different Aerosmith songs.
GTECH creates lottery games for several state and private gaming operations. The company has created products featuring entertainment properties, like the Three Stooges and the World Series of Poker. Its partnership with Aerosmith will include an extensive campaign of games, prizes, and marketing materials. The central theme of the campaign will be Aerosmith’s song: “Dream On.”
“Aerosmith is the ideal band to try this with,” said Adam Lowenberg, chief marketing officer at Primary Wave Music. “The band is very much interested in establishing new precedents, whether it's ‘Guitar Hero’ or the Rock & Roll Roller Coaster or even, going back in history, to mixing rock and rap. They really get off on being first, and GTECH shares that desire to innovate.”
GTECH says that Aerosmith hits the perfect lottery demographic—skews male, middle-aged, and lower middle class.
“Beyond Aerosmith’s iconic position in the music industry and the recognizability of their brand and knowing what they are planning to do relative to current and future tours and album releases, we really thought we could plug into the band,” commented Ross Dalton, GTECH senior VP of printed products and licensed content. “Whether you're 70 or 20, you know a handful of Aerosmith songs and have a connection to the band. You could probably count on one hand the number of bands that would be both palatable in government-sponsored gaming and recognizable to a broad demographic. That's why we got very excited about Aerosmith.”
Sources: Billboard.com