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With Music and Stars, Pop-Tarts Creates Crazy Good Buzz for its Brand

Last weekend, I visited NYC for a Pop-Tarts work session, a brand I work on here at LPK. Lucky for me, I also had the opportunity to attend the Pop-Tarts Crazy Good Summer concert at Irving Plaza. The concert series originated in Chicago, and given the excitement and the energy expressed by the fans in attendance at the first concert, for the Pop-Tarts brand team it seemed like a no-brainer that this one would be as epic as the last.

Not to mention that two great bands would be performing: Gym Class Heroes and Allstar Weekend. I had high expectations about what I would see and hear—but the concert far exceeded any expectations I had.

From the beginning of the evening I could already feel the energy. The line of fans who were lucky enough to win tickets (totally free thanks to Pop-Tarts!) already wrapped around the block, with the first few people in line arriving around 8:00 that morning. The doors didn’t even open until 5:00 in the evening. The atmosphere that Pop-Tarts created was electrifying and the excitement emanating from the fans was contagious.

I had the good fortune of arriving at Irving Plaza right when Allstar Weekend came out to spend some time with their fans waiting in the line. There was an audible buzz as the crowd in line saw the band. The anticipation of the Pop-Tarts brand team, its agency partners and the bands themselves was palpable. I know this will sound cheesy, but from the moment fans began to file in, all the way to the end of the band’s meet and greet, you could actually feel the love in the room—the love the brand team and agencies had for Pop-Tarts fans and the love the fans had for Pop-Tarts and the bands.

This wasn’t just a chance for Pop-Tarts to bring fans together to listen to their favorite musical acts: it was about sparking a connection. And not only did I get to witness the connection that was formed, I was lucky enough to be a part of it.

Far and above, one of my favorite aspects of the night was having a chance to connect with all the agency partners and Pop-Tarts team members who work on the brand. Everyone has such a passion for and dedication to the brand and the work we do. It was exhilarating to witness the harmonious work we have put into the brand and see it pay off in the eyes and excitement of Pop-Tarts lovers.

It was a crazy good night!

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