Mobile campaign reaches dance music fans

Challenge: Warner Music released its Very Best of Pure Garage album in the UK at the end of last year, the latest in its ongoing series of Pure Garage DJ-mixed compilations.

Mobile campaign reaches dance music fans
Mobile campaign reaches dance music fans

Client: Warner Music
Agency: Phonevalley, in partnership with ZenithOptimedia
Lead planner: Christopher Spencer

Phonevalley, the agency responsible for Warner's mobile media planning and buying across Europe, was given the brief of driving awareness of the release among dance music fans using mobile media, while minimising wastage. Phonevalley was also briefed to generate word-of-mouth by tapping into an influential segment of music fans.

Strategy
We decided that the relatively simple mechanic of a targeted direct marketing mobile campaign using multimedia messaging service would prove most effective. We created an MMS message that would appeal to the target audience: 16 to 24-year-old fans of dance and garage music genres.

We also teamed up with ad-funded mobile service Blyk, since we knew the majority of Blyk subscribers had joined by referral and were therefore an influential audience.

The partnership with Blyk enabled us to specifically target consumers who had registered an interest in garage and dance music and were receptive to marketing communications, thus minimising wastage.

Activity
Over the course of November and December 2008, the Pure Garage MMS was sent out to 32,000 Blyk subscribers, aged between 16 and 24, who were all into dance music. Each recipient was invited to send a message in reply to the MMS for the chance to win a Nokia mobile phone. They were also encouraged to click on the MMS to download a Pure Garage mobile wallpaper.

Results
The MMS generated an impressive click-through rate of 12.85% among the 32,000 recipients, demonstrating that an impressive proportion of the target audience interacted with the Very Best of Pure Garage campaign. The campaign demonstrated the efficiency and accuracy of mobile media.

Christopher Spencer, media director, Phonevalley

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