Print Page  |  Close Window

Press Release

Simon DTour Live Brings Music and Fun to the Mall, Delivering Teen Segment to Top Brands

INDIANAPOLIS, Aug. 8 /PRNewswire-FirstCall/ -- Simon Property Group, Inc. (NYSE: SPG) today announced a national teen tour, Simon DTour Live, to launch August 15 in Atlanta and travel exclusively to Simon Malls across the country.

Simon DTour Live, a key pillar of Simon's teen platform, is a proprietary teen marketing program that integrates tailored brand sponsorships with on-site contests, events and entertainment supported by online, in-school, traditional and location-based media components. The tour brings Simon's experiential marketing capabilities to the powerful teen segment, with an array of promotions and events sponsored by top brands including Sprite, Nestle, Mentos, Clearasil, Delia's, Cool Water by Davidoff and Strength magazine. Simon DTour Live includes event-day offers from popular Simon retailers such as Aeropostale, Wet Seal, Gadzooks, Finish Line, Rave, PacSun, Claire's Boutique, Foot Locker and Steve Madden, among others. Following its August 15 launch in Atlanta, Simon DTour Live will run through October 26, visiting many of Simon's premiere shopping destinations throughout the country.

"Simon DTour Live joins our recent American Idol tour and the new Simon Kidgits Club as the latest advances in bringing experiential marketing to the next level," said Stewart Stockdale, chief marketing officer of Simon Property Group and president of Simon Brand Ventures. "This adds to a broad portfolio of unique events and programs that are proving Simon is the medium for the hottest brands."

"Simon malls are a teen venue of choice," said Stockdale, citing traffic data that shows teen shoppers visit Simon Malls an average of 4.4 times per month, for a total of 400 million teen visits each year. Simon's teen shoppers spend an average of $50 on each trip to the mall.

Acting as the heart and soul of Simon DTour Live, the event's center stage will serve as the main venue for Sprite's sponsorship of live performances, including free concerts by the Elektra Records recording artist Lil' Mo, and the platinum girl group 3LW (3 Little Women). In addition to the headliner performances, Sprite will sponsor a DJ mixing station where teens can "scratch" their own music mix with the help of the popular professional mixologist DJ, "Shortee."

Supporting her sophomore effort, "Meet The Girl Next Door," Lil' Mo is the protege of Missy Elliott and a rising young star. 3LW, featuring original members Kiely Williams and Adrienne Bailon, along with the newest member Jessica Benson, delivers a distinctive blend of Pop, R&B and Hip Hop, totally in tune with contemporary trends. Their music combines the charm and character of the classic female groups of the 20th Century (from the Supremes to TLC) with the confidence and individuality required for the 21st Century.

"This tour is a perfect fit for Sprite," said John Carroll, group director for Sprite. "Simon Malls are a top destination for teens, which are an important audience for us. The Sprite Music Mix will provide a fun musical and interactive experience brought to them by one of their favorite brands at one of their favorite destinations of choice -- Simon Malls. It's an exciting opportunity for both Sprite and Simon Malls."

The main stage will also be the site of the Simon DTour Live "Tune In/Tune Out" competition, a local talent competition among high schools. This school- driven music competition incorporates teen "esteem building" through scholarships or prizes, and offers administrators a curriculum-building extension outside of school to further individuals' or school groups' aspirations.

At each Simon Mall tour stop, the main stage will provide continuous entertainment, with opportunities for teens to win prizes and merchandise by participating in a variety of interactive and fun activities, including athletic challenges, fashion competitions, trivia contests and spin-to-win games. In addition to the main stage activities, Simon DTour Live also will include:

  • Cool Water Surfing Pavilion: Cool Water by Davidoff is the sponsor of an interactive surfing challenge that "virtually" pits teens against the big waves. Participants will have pictures taken during their challenge.


  • Sprite's Roaming Photographers: Sprite will sponsor roaming digital photographers that will take candid photos of teens at the event. The photos will later be posted to Sprite's website for teens to download and share with friends.


  • Video Gaming Pavilion: Teens will challenge themselves or their fellow students on the latest and most popular interactive gaming titles and consoles in this pavilion sponsored by Strength magazine. Participants will have the opportunity to preview the latest in video game accessories, and high score game leaders will win prizes.


  • Athletic Challenges: Teens will see how much game they have when they post up against their peers and sink hoops as time elapses on the branded "Top of the Key" shot clock challenge.


  • Delia's Henna Tattoo Station: Professional henna tattoo artists will be available to apply unique tattoos to tour participants. Teens can select from a variety of designs.


  • Swag Bags: At the event's registration area, teens can pick up their "Swag Bag" filled with free samples and offers from sponsors and retailers, and register to win/see the latest in technology gadgets and gizmos.

"In developing this national program with Simon Malls, we utilized all of Alloy Marketing & Promotion's (AMP) and 360 Youth's resources to create a complete experience in which teens could interact with brands, products and retailers in a setting that will engage, entertain and educate them," said Gary Colen, CEO of AMP, a division of Alloy, Inc. "The result is a program that provides sponsors with unprecedented direct access to the teen audience and assures brands a captive audience. We are thrilled to be named Simon's official teen agency of record and look forward to the execution of this exciting initiative."

Simon will support Simon DTour Live through a combination of in- and out-of-school promotional vehicles -- including its website, www.simon.com -- and teen brand ambassadors. Other promotional vehicles will include in-market radio partnerships with top teen stations, Simon's extensive in-mall media network, and the proprietary media assets of Alloy's 360 Youth to reach teens through its extensive database, its broad in-school media network and its established relationships with middle schools and high schools nationwide.

About Simon Brand Ventures

Founded in 1997, Simon Brand Ventures has pioneered the transformation of shopping malls into a medium where consumer brands can build one-on-one relationships with more than 100 million shoppers who make approximately 2 billion visits to Simon Malls each year.

Simon Brand Ventures has entered into strategic partnerships with more than 100 retailers and sponsors within the last year, including Coca-Cola, Cingular Wireless, Reebok and VISA U.S.A., to stage memorable brand experiences in Simon Malls through a variety of media platforms.

About Simon Property Group

Simon Property Group, Inc. (NYSE: SPG), headquartered in Indianapolis, Indiana, is a real estate investment trust engaged in the ownership and management of income-producing properties, primarily regional malls and community shopping centers. Through its subsidiary partnerships, it currently owns or has an interest in 238 properties containing an aggregate of 183 million square feet of gross leasable area in 36 states, as well as nine assets in Europe and Canada. Additional Simon Property Group information is available at www.simon.com .

About The Coca-Cola Company

The Coca-Cola Company is the world's largest beverage company, marketing four of the world's top five soft drink brands, including Coca-Cola, Sprite, Diet Coke and Fanta. Consumers in nearly 200 countries enjoy The Coca-Cola Company's products at a rate of more than 1 billion servings each day. For more information about The Coca-Cola Company, visit www.coca-cola.com .

About AMP

Alloy Marketing & Promotion (AMP), is the promotional marketing business of Alloy, Inc. (Nasdaq: ALOY). As part of Alloy's Media & Marketing Division, AMP integrates the assets and experience of established promotion agencies and marketing services companies including the College Promotion and Marketing assets purchased from MarketSource Corporation, Triple Dot Communications, Y-Access, and Target Marketing & Promotions (TMP) to deliver effective, customized promotions. AMP's proprietary four-step Brand AMPLification process identifies a brand's essence and leverages key identifiers through a host of proven, high-impact tactics such as mobile marketing, buzz squads, integrated media promotions, co-branding, sampling, events, research, interactive design, and customer acquisition. Headquartered in Boston with offices in New York, Chicago, New Jersey, and Los Angeles, AMP clients include Diageo, Hasbro, AT&T Wireless, New Balance and Proctor & Gamble, among others. For more information on AMP, an Alloy, Inc. company, please visit www.ampagency.com. For more information on Alloy, Inc., please visit www.alloyinc.com and click on the "Corporate" tab.

About 360 Youth

360 Youth is the media and marketing arm of Alloy, Inc. (Nasdaq: ALOY). As part of Alloy's Media & Marketing Division, 360 Youth integrates the assets and experience of the largest and strongest college and teen marketing companies including the 360 Youth business of MarketSource, CASS Communications, Alloy, MarketPlace Media (All Campus Media & Armed Forces Communications), YouthStream, and others to provide sales and marketing solutions targeting young adults. 360 Youth enables Fortune 500 companies to reach more than 25 million Generation Y consumers each month through a comprehensive mix of programs incorporating proprietary media assets such as school based media boards, high school and college newspapers, Web sites, magazines, and catalogs. For more information on 360 Youth, an Alloy, Inc. company, please visit www.360youth.com. For more information on Alloy, Inc. please visit www.alloyinc.com and click on the "Corporate" tab.

SOURCE Simon Property Group, Inc.

CONTACT: Billie Scott of Simon Property Group, Inc., +1-317-263-7148, or
bscott@simon.com; or Kelli Hauser of Fleishman-Hillard, +1-314-982-8704,
or hauserk@fleishman.com /

CO: Simon Property Group, Inc.; 360 Youth; Alloy, Inc.; Alloy Marketing &
Promotion; The Coca-Cola Company; Simon Brand Ventures; Davidoff;
Aeropostale; Wet Seal; Gadzooks; Finish Line; Rave; PacSun; Claire's
Boutique; Foot Locker; FYE; Steve Madden