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CAMPAIGN FOCUS: Foo Fighters’ ”White Limo”
By Music Ally, Published in Sandbox on May 19, 2011
Last month, Sony Music Netherlands hired New Music Labs, a Netherlands based digital marketing company to create an online buzz for the Foo Fighters new album, “Wasting Light”. They also partnered their campaign with Dutch radio station 3FM. Nienke Maat, project manager, New Music Labs said that their aim was to “reach their fans in the Netherlands with a fun and cool campaign”. New Music Labs and Sony both wanted the campaign to heavily involve fans to participate in the album launch.
New Music Labs identified that the Foo Fighter’s main demographic could be reached through 3FM, the Netherlands youth channel of public broadcasting with a focus on mature Pop but not overlooking: Grunge, Soul, Hip Hop, House and Rock. The popular radio station is almost always present at Dutch festivals so it was apt that this was the station to promote the campaign. 3FM’s listeners are usually between the age of 20-35 and evenly balanced between male and female. They were able to reach this demographic via radio presenter Eric Corton, who is an active Twitter user with over 21,000 followers.
Tying in with one of the songs from the band’s album ‘White Limo’, the campaign consisted of an actual white limo driving through the Netherlands for three consecutive days (5-7th April). Fans were then encouraged to take photos of the limo and upload them to Twitter with the tag, #FFWHITELIMO. Corton, who was driving the limo, updated fans about his location by posting pictures of the limo next to significant city monuments as well as giving clues before he reached his next location. He posted these pictures and clues on both his own Twitter: @EricCorton and @whitelimonl. The Twitter user who posted the best photo of the limo and themselves won tickets to the Pinkpop festival and backstage passes to meet the Foo Fighters. Some of the entries were particularly creative, for example, one entry depicted a fan pretending to be run over on their bicycle by the limo.
From Twitter alone, New Music Labs estimated that the campaign potentially reached 85,000 people with a prospective 800,000 impressions. This was generated from 530 tweets from 195 users. During the three day campaign the @whitelimonl Twitter account gained over 200 followers. Maat commented that Twitter was completely integral to the whole campaign.
However, Twitter was not the only way the activities were promoted, an official hub site that tracked the location of the limo also displayed the tweets that gave the users hints on its location. This received 3000 visitors and over 7000 page views. The website also had social plugins including a Tweet and Facebook like buttons. As a result, the page was tweeted 72 times and liked 89 times on Facebook. Maat said that it was hard to estimate the exact number of Foo Fighter fans from the Netherlands who they wanted to reach but both New Music Labs and Sony Music were pleased with the results. Sony Music Netherlands also featured the campaign as best practise to their marketing employees.
Social Media combined with the Radio allowed the campaign to reach a large audience very quickly. However we wonder whether the campaign limited its audience by focussing on Twitter as the point of entry for the competition? Perhaps allowing fans to upload photos to a Facebook page or sending their photos by MMS to the radio station could have opened the doors to even more fans. New Music Labs did not disclose what the budget was for this campaign, so judging the return on investment is difficult at this stage. However, overall, we thought the campaign was a fresh and innovative way of engaging fans through social location amongst real world activity.
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