Valero Launches Music Promotion

Customers will get a free MP3 download with each 44-ounce fountain drink.

As the excitement of summertime heats up, Valero Retail Holdings Inc. announced that its Corner Store locations are giving a gift of free music with every 44-ounce fountain drink purchase. The timing of this event is perfect for consumers, as music is a product that transcends time, place and lifestyles.

The music industry has seen a tremendous change over the last 40 years from records, tapes and CDs to MP3 music downloads. It is projected that in 2011 more people will download music than purchase CDs.

Valero’s “MP3 FREE” program was introduced to all store employees a week before the promotion was kicked off to consumers. “We wanted our employees to experience the excitement of free music so they can share it with their customers,” said Hal Adams, Valero’s vice president-retail merchandising. “Our employees are the ambassadors of our marketing programs and create the energy in the store.”

Not only will customers learn about the promotion from the employees at the Corner Store locations, they will also see the distribution trucks in Texas proudly displaying the slogan “ALL THE MUSIC YOU CAN DRINK.”

Corner Store partnered with D&B Marketing to have Rhapsody power the offer through unique codes placed on all 44 ounce. “MP3 FREE” fountain cups. After purchasing a 44 ounce drink, the customer will reveal the unique code to redeem the gift of free music. Over 10 million songs are available for a download and all genres are represented for the selection. This limited-time promotion begins June 7 and will last until all the MP3 FREE cups are gone. It is estimated that Corner Store locations will give away over three million free downloads during this promotion.

Valero operates 5,800 retail and branded wholesale outlets in the U.S., Canada and the Caribbean under the Valero, Diamond Shamrock, Shamrock, Ultramar and Beacon brands. The company also manages 14 refineries with a combined throughput capacity of approximately 2.6 million barrels per day.

  • http://profiles.google.com/daceymathers Dacey Mathers

    Wow!That’s great.Valero is rocking and also using rocking ways of promoting their music.I am really impressed with your music promotion ways.Thanks for the ideas.

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