Driving Brand Impact at the HBCU Homecoming Pop Out Event

HBCU homecoming events are intergenerational and integral to the overall college experience, providing an exuberant space for both youthful expression and enduring legacy. To celebrate this important tradition, SiriusXM and Pandora hosted the third annual HBCU Pop Out on Florida A&M University’s campus. The event creates an opportunity for talented student groups to showcase their unique cultural expressions, allowing brands to connect with powerful and influential audiences as music lovers to unite in the sounds and vibes of the community. By partnering with incredible brands and BIPOC creators, this year’s HBCU Pop Out was one for the books. 

Elevate the Experience with Brands

None of our live events are complete without our sponsors, giving brands a powerful opportunity to build meaningful connections with both messaging and unique experiences. Through a research study conducted with SRi, we found that over 50% of attendees have a more positive opinion of sponsor brands after attending a franchise event, and 73% of event attendees plan to purchase a product from a sponsor.

Brand sponsorship increases reach significantly—in fact, 84% of the 6,000+ fans in attendance plan to look for more information about a sponsor from this year's HBCU Pop Out event. Our sponsors were Cricket Wireless, State Farm, and Target. Let’s get into the details of what brand sponsorship means for advertisers joining in on the fun at these events. 

Pre-Event Prep

Like any exciting event, advertisers utilized digital marketing campaigns to boost awareness and position the Pop Out event as the official kick-off party for the nighttime concert. Targeted, paid social media campaigns, internal comms, print banners, and student organizations drove awareness to Tallahassee DMA and HBCU students and graduates. And, as we all know, social influencers help create excitement and awareness around products and events. Public figures like Javonni Hampton, Swaggy Sie and DJ Steel leveled up the hype, generating excitement and RSVPs.

Brand activations are what bring the real engagement to these events. With Cricket Wireless’ sneakerhead station, students had the opportunity to receive a sneaker cleaning, then add some new bling to their shiny kicks. And after they received the royal treatment, students could kick back and relax in the Cricket Wireless branded rest-and-recharge lounge, where they accessed comfy seating, water, and charging stations to keep their energy levels up. Plus, one lucky student won a pair of custom, limited edition, Cricket Wireless Nike Air Force 1’s.

At the State Farm activation, students enjoyed tailgating games where they put their football skills to the test for a good cause. With each successful football toss, students helped add to our donation to the FAMU Food Pantry. At the end of the Pop Out, State Farm presented a charitable donation of $15,000 in support of FAMU’s efforts for easier, more accessible food for their community. 

Target’s activation station provided students with makeup and grooming services, getting them all glammed up before the big homecoming show. Plus, the station offered a meet and greet and product giveaway with the founder of The Lip Bar. 

But that’s not all, students were treated to a high-energy pep rally from the FAMU cheer squad and concert ticket giveaways elevating their experience across the board with brands and the HBCU Pop Out event. These activations bring heightened interaction and consideration for brands. After last years’ HBCU Pop Out event, we saw a +107% increase in sponsor consideration for events with predominantly Black consumers, and a +55% increase in Black consumer opinion of sponsor brands. 

Bring the Daytime Energy to the Nighttime Vibe

To keep the energy going, students and alumni made their way to FAMU’s Annual Homecoming Concert, sponsored by SiriusXM. Students were hyped for this year’s star-studded lineup, featuring Glorilla, Anycia, and Veeze. SiriusXM also collaborated with FAMU Student Government to spotlight one student act to open the show. The unforgettable concert was the perfect finale to a day of cultural celebration.

See You at the Next One

The annual HBCU Homecoming Pop Out is a Pandora and SiriusXM tradition, and the opportunities for brands and students to join in and celebrate community and culture are what make it a positive experience for all. Students are left with incredible experiences, memories that last a lifetime, and heightened brand recall and positive associations for each participating sponsor. 

In addition to our SiriusXM and Pandora franchise events, we offer a wide variety of sponsorship opportunities like our SoundCloud Next Wave events that feature panels from notable industry figures, artist-centric workshops, and local live music showcases with the city’s hottest breakthrough talent. 

And if podcasting is your thing, join us as we hit the road for IRL podcasting experiences with hit hosts like Kid Fury and Crissle West from The Read. With how well consumers respond to podcasts, your brand is bound to get a boost. 

If you want to get your band involved in the next SiriusXM and Pandora franchise event, hit us up.

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