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| by kenn on 7/13/2004 08:34:00 AM |
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'Beck's After Dark'/Island Def Jam Summer VIP Parties Jump Off With a Capacity Crowd at the L.L. Cool J BET Awards Pre-Party
 Beck's Beer and Island Def Jam Music Group (IDJ) announced the successful launch of "Beck's After Dark" last week -- a major strategic marketing alliance that leverages the power of both brands. Influential celebrites and trendsetters attended the "Beck's After Dark" launch event in Hollywood, which also served as the BET Awards pre-party. Among those who came out to support "Beck's After Dark" were record-industry executives Russell Simmons, L.A. Reid and Kevin Liles, entertainers Chris Rock, Anthony Anderson, Guy Torry, Big Tigga, Darren Henson and Dorian Gregory, recording artists Ronald Isley, JS, Talib Kweli, Doug E. Fresh, Just Blaze, Fredro Star and Flava Flav, and top runway models Isley Nicole and Mona Philips.
This summer, Beck's and IDJ will promote exclusive VIP "Beck's After Dark" parties in major cities across the country. "Beck's After Dark" is a national network of events created by Beck's Beer and Island Def Jam to host red-carpet parties for VIP tastemakers at the hottest nightclubs in New York, Chicago, Miami, Las Vegas, and Atlanta. The experience will be supported by chart-topping music by some of the most recognized and celebrated artists from the IDJ family, and will be an opportunity to enjoy ice-cold Beck's and Beck's Light beer.
Adults 21 and older entered the "Beck's After Dark" sweepstakes for a chance to kick it with a guest at the "Beck's After Dark" launch party in Los Angeles, courtesy of Beck's Beer, by visiting www.becks.com. One winner, Rick Masters of Wexford, Pennsylvania, was selected from the online entries. Later this summer, Beck's will sponsor a second "Beck's After Dark" sweepstakes to award an all-expense-paid trip for one lucky winner to attend the "Beck's After Dark" '04 finale in Las Vegas.
For more information about upcoming "Beck's After Dark" parties across the country, and to view Beck's "Life Beckons" TV spots, visit www.becks.com.
About Beck's North America
Beck's, which is brewed in Bremen, Germany, is the best-selling German beer in the United States. Beck's North America, the U.S. importer of the Beck's brands, is based in Stamford, Conn., and is a U.S.-based subsidiary of Interbrew, the world's third largest brewer. Beck's North America is responsible for sales and marketing of the company's internationally renowned portfolio of Beck's, Beck's Light, Beck's Dark, Beck's Oktoberfest and Haake Beck non-alcoholic malt beverage in the United States. For more information about Beck's products, news, and consumer promotions visit www.becks.com.
About The Sweet Spot Group
Chicago based TSSG is the driving force behind a new revolution in advertising and marketing. TSSG is one of the first to recognize that urban advertising encompasses a larger global group than first thought. Urban now includes a diverse group of individuals who come from a multitude of cultural backgrounds, heritages and countries. The Sweet Spot Group is the new leader in reaching and delivering this new diverse consumer to the client. Contact The Sweet Spot Group at 312.321.0546 or for more information visit www.thesweetspotgroup.com.
For further information, please contact TEAM Image, +1-310-722-8553, Kita.Williams@tmail.com, for The Sweet Spot Group.
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