VH1 today announced a comprehensive marketing strategy for the network’s next original movie, “Drumline: A New Beat,” from executive producer Nick Cannon and premiering on October 27th at 9PM ET/PT. Cannon is bringing back a continuation of 2002’s beloved “Drumline” as executive producer, while reprising his role as Devon Miles for a cameo, and will help promote the movie’s nationwide social competition, #PassTheBaton. Additionally, talent from the original movie will be on hand participating in “Drumline: A New Beat” activations during the Atlanta Football Classic weekend October 3-4th and heading to Washington, DC to Howard University’s 90th Anniversary homecoming October 15-19th to take part in on-the ground activities celebrating the film, alongside director Bille Woodruff and VH1 exec, Caralene Robinson.
#PassTheBaton is a social-powered ‘halftime show’ for music education driven by the nation’s top university and college bands, viewers and fans. Bands are invited to upload their top drum routines to YouTube and ‘pass the baton’ to a rival school to encourage them to top their performance. Fans and viewers can get involved as well by uploading a photo or video of them ‘passing the baton’ tagged with #PassTheBaton on Instagram, Twitter and Vine. The top submissions from bands and fans have the chance to win an on-air reveal of their drum routine during a special ‘halftime show’ when “Drumline: A New Beat” premieres on VH1.
For each #PassTheBaton upload on any social platform, VH1 will also donate $1 to the United Negro College Fund up to a maximum of $20,000. The campaign kicks off on September 29th and ends October 28th.
“It’s been more than 10 years since the original ‘Drumline’ movie debuted and became a cult favorite,” said Caralene Robinson, SVP, Creative Group + Consumer Marketing, SVP. “There’s no better place to celebrate drumline culture than at HBCU’s. Both fans and students can engage in fun competition while giving back to a great cause.”
VH1 will extend the “Drumline: A New Beat” celebration with on-the-ground events, targeting multiple high-profile historically black colleges and universities’ (HBCU) homecomings and high-profile football games, to drive awareness during their most celebrated time of year for students and alumni. The tour will feature multiple cast member appearances and drumline activations across the Southeastern US. All event activations will include onsite and social promotions, extended movie trailer screenings, and branded giveaways alongside talent appearances at select events.
#PassTheBaton will be on the ground with video and photo booths where attendees can upload their submissions and learn more at the following events:
• October 3rd: 26th Annual Atlanta Classic Weekend’s Drumline Day at the College Football Hall of Fame
• October 4th: Atlanta Football Classic at The Georgia Dome
• October 15th-18th: 90th Annual Howard University Homecoming Week in Washington D.C. The film’s director, Bille Woodruff, will participate alongside VH1 Senior Vice President, Creative Group + Consumer Marketing and Howard alum, Caralene Robinson at the Entertainment Power Expo. Cast members will take part in Yardfest, The Greek Step Show and Howard’s 1st Annual Hip Hop Concert at the D.C. Armory
• October 25th: 73rd Annual Magic City Classic Game (Alabama A&M vs. Alabama State)
Throughout the campaign, all submissions will be featured and people can learn about how to get involved at PassTheBaton.Vh1.Com.