The Dallas Cowboys take a new approach to the in-game music experience
CONTACT
Advertisement
John Canaday
Director of Sports Marketing
Banshee Music [email protected]
ORGANIZATION
Dallas Cowboys and Banshee Music
PROGRAM TITLE
"Get Rowdy": Official Music of the Dallas Cowboys
OBJECTIVES
The Dallas Cowboys are always looking for new and innovative ways to capture fans' attention, as well as enhance their in-game experience. They wanted to develop a fresh approach to entertaining fans during the frequent TV time-outs experienced at any live sporting event. In order to ditch the outdated "We Will Rock You" and provide a more personable experience for any Cowboy fan, the Dallas Cowboys partnered with Banshee Music, a sonic branding agency, to fire up the fans with a custom written and proprietary soundtrack for the team.
PROGRAM DESCRIPTION
The six-song release CD entitled "Get Rowdy" was developed throughout the summer and produced by Banshee Music. It includes some "star" power with a song by the Los Lonely Boys and the fan-favorite "Cowboy Stomp", featuring Dallas' own Cowboy Troy, a Texas-based singer and self-described Cowboy fanatic. The music video of this single was recently recorded and produced at Cowboys Stadium, and debuted at the December 13th home game. The music initially debuted on NBC's Today Show and ESPN's Monday Night Countdown in support of the Cowboys regular season home opener, and has been heavily rotated throughout all Cowboys game since its debut. The Cowboys are pushing the CD as an impulse purchase for the holidays, with a retail price of $6.99.
Cowboy Troy's "Cowboy Stomp" Music Video
MEDIA
"Get Rowdy" is being promoted and distributed through mass merchants such as Wal-Mart and Best Buy, as well as through independent retailers and official team stores. It has been featured on various television networks, including NBC and ESPN, and Banshee Music also promotes the CD on their website. The "Cowboy Stomp" music video is being released through social media sites and broadcast placement, including team broadcast properties and Country Music Television.
PARTNERS
The Cowboys and Banshee partnership enabled each to drive awareness for the music with the team's fan base, generate demand and establish distribution through retail and brand partnerships.
The Dallas Cowboys Partners with Banshee Music for the six-song CD
RESULTS
Both Banshee Music and the Dallas Cowboys were pleased with the results of the program, as CD sales are already approaching 10,000 units. In addition to retail distribution, team sponsors are also using music to drive their partnership objectives. MillerCoors, the official beer partner of the Cowboys, is leveraging official team music through a download card program targeting fans in-stadium as well as at on-premise locations throughout Dallas. Fans are driven to a Miller Lite branded microsite to redeem their free song download and register to win other Cowboys prizes. "We're finding that more and more brands are gravitating towards music," stated John Canaday, Banshee Music's Director of Sports Marketing. "Not only is it a great way to reach a younger demographic, but giveaways such as MP3 downloads and ringtones are very ROI and measurement friendly, providing instant results and valuable consumer data to our clients."
"Get Rowdy" Banshee Music and Dallas Cowboys CD Cover
LOOKING AHEAD
With the recent successful debut of Cowboy Troy's "Cowboy Stomp" music video, the Cowboys are thrilled to continue bringing this new and exciting music experience to their fans. Banshee is working with the Cowboys to not only identify new platforms for utilizing this music, but also to develop new songs, helping the Cowboys further establish and grow their music catalog.
ABOUT THE NATIONAL SPORTS FORUM
THE NSF SALUTES OUR
SponsoR
For over 14 years, The National Sports Forum has been the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America. The 2010 NSF Conference and Trade Show will be held on February 1-3, 2010 in Baltimore, MD. Additionally, NSF attendees and vendors rely on the NSF Alumni Association as their key resource for up-to-date and accurate information about what's going on in the sports industry. Visit www.sports-forum.com or contact The National Sports Forum at (619) 469-4101.
To learn more about Budweiser
click on the logo above.
To subscribe 
