Medtronic

Medtronic (NYSE: MDT) arts, entertainment and creation of a custom program. Music was the least cluttered, most cost effective and most time efficient means to reach Medtronic's target customer.

The Exordium Group created the first ever commercial partnership with world renowned musician, James Taylor, to support the Keep the Beat campaign. The tour reached 33 major metropolitan markets with Sudden Cardiac Arrest awareness messaging, co-branded merchandise, VIP hospitality and press relations. Each city declared "Keep the Beat" day to raise SCA awareness and recognized a local SCA hero with a grant from the Medtronic Foundation. The Medtronic mobile marketing vehicle visited several events and Medtronic hosted stand-alone events with city officials.

We also negotiated a partnership that placed Medtronic's SCA awareness campaign at the majority of Live Nation (previously Clear Channel) venues throughout the country for the duration of the summer.

Medtronic extended its campaign through sponsorship of the MusiCares Grammy Person of the Year Award given to James Taylor. This event featured a who's who in music including performances by Paul Simon, Sting, Bruce Springsteen, Sheryl Crow, Alison Krauss, the Dixie Chicks, Keith Urban, Carole King and many others.