CAMPAIGNS of the YEAR Issue 75 | 12Th December 2012 Issue 75 | 12Th December 2011 | Page 2
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Sandbox CAMPAIGNS OF THE YEAR Issue 75 | 12th December 2012 Issue 75 | 12th December 2011 | Page 2 Introduction Welcome to our special Editors’ picks Rob MacAllister (campaigns editor): I think that 2012 has really seen the shift away from Eamonn Forde (reports editor): Augmented end of year Sandbox – and the very static metric of “We have X million reality, like QR codes, has been knocking the final issue for 2012. We followers/likes” to the more engagement- around for years – but it was at best a curio focused perspective of “We have 10% of asked some leading UK and and at worst a novelty. The irony of The our Facebook fanbase currently engaging Rolling Stones – a band celebrating their 50th US record labels and digital with our brand/page each week”. The Blur anniversary – being the act to finally take marketers what they thought campaign mentioned in this issue is an AR technology to a mass audience should example of how important social media were their most successful or be lost on no one. But the GRRR! campaign can be to not just for your One Direction/ managed to connect in a way that other innovative digital campaign Ed Sheeran acts but also for a re-united AR campaigns didn’t or couldn’t. Of course, rock band. They gained a huge amount of of 2012 and their responses the sheer size of the Stones is a big part of publicity and fan interaction via their Twitter make up this issue. We hope this, but the campaign itself was a delight live stream event that led to over 57k sales – mixing cutting-edge technology with a you’ll find the following attributable to Twitter. Two campaigns that sense of humour. And the best bit was that worked really well to keep fans engaged pages a useful source of it drove sales. A lot of them. The fact that throughout are the Swedish House Mafia Universal Music has its own AR-reading app inspiration, interest and campaign by Virgin Records and the Rihanna in the shape of uView suggests this will be knowledge. campaign by Island/Def Jam US. Both saw a major focus for it in 2013. The Stones app a huge amount of UGC created and felt like was followed in late-November by one from fans were involved every step of the way. Robbie Williams, so the label is pushing it via its biggest acts, not just the ones chasing On a final note we’d just like to thank all those cool points in the self-reflecting world of tech who contribute to Sandbox this year. They geeks and digital marketers. Universal has include: Stuart Dredge, Ben Cardew, Leo kicked open the door for AR and other labels Toyama, Miranda Barrie and Steve Mayall. Also, should be able to charge through it next year. to the digital teams, new startups, tools and A year ago if you’d said that AR would be the other companies who have taken the time to breakthrough marketing technology of 2012, share details of campaigns or new ventures you probably would have been laughed out with us. We’re looking forward to seeing what of the room. How times change. 2013 has to bring to the table. Issue 75 | 12th December 2011 | Page 3 Contents: Atlantic Records UK Island Def Jam Sony Commercial Plan B >> PAGE 4 Rihanna >> PAGE 12 Music Group Jeff Wayne >> PAGE 19 Blue Note Island Def Jam Music Group – The Blue Note App by Mercury Records: UMG International Groovebug (Various Artists) >> PAGE 5 The Wanted >> PAGE 13 The Rolling Stones >> PAGE 20 Brownswood Recordings Ministry of Sound Unsigned Mala >> PAGE 6 Example >> PAGE 14 Cazette >> PAGE 21 Columbia Records UK Parlophone Virgin Records UK Calvin Harris >> PAGE 7 Blur >> PAGE 15 Swedish House Mafia >> PAGE 22 Decca Classics [PIAS] Recordings Young Turks / XL Recordings Daniel Barenboim & West- 30th Anniversary >> PAGE 16 The xx >> PAGE 23 Eastern Divan Orchestra >> PAGE 8 Agency – [PIAS] Media / Domino Brand – Reebok Classics: Domino Drip >> PAGE 9 Labrinth (UK) – Orelsan (FR) – Samy Deluxe / Herr Sorge (DE) – Two Frenchkiss Records / Fingerz (IT) – Brian Cross (SP) >> PAGE 17 Co-operative Music: Bloc Party >> PAGE 10 Sony Music Canada One Direction >> PAGE 18 Island Records UK Mac Miller >> PAGE 11 Issue 75 | 12th December 2011 | Page 4 Atlantic Records UK: Plan B The launch campaign for Plan B’s #ILLMANORS and voice their opinions on During the week of release, fans were latest album, ill Manors, combined the current social and political climate in prompted to vote for their favourite track Campaign budget: traditional and digital media. The the UK, reflecting the overarching subject from the album via a tab on the Plan B [£25,000 +] matter of the new album. In total, 300 of the key objective was to ensure it Facebook page for a chance to win tickets best tweets were then recreated by graffiti to attend his iTunes Festival show. This Audience demographics: reflected the scale and character of artists and projected 100ft high onto iconic mechanism shared the fan choice with their Gender: Male 70% / Female 30% the album while connecting with a London landmarks, including the Houses of friends by posting it to their wall. His website Age: 16-24 savvy online audience. Parliament and various Olympic locations. was completely rebuilt as a ‘responsive Location: UK The first initiative was a ‘tweet to unlock’ The campaign had more than 5,000 entries design’ artist property to ensure the best in the space of five days. All of the tweets user experience on all screen sizes/devices. campaign, which asked fans to tweet the Team members involved: hashtag #illmanorsalbum to receive a link were pulled onto the microsite and users Jack Melhuish – marketing director to pre-released tracks from the album. The whose tweets had been graffiti-ed were Results: retweeted in real-time. Olly Rice – marketing manager hashtag was included on all advertising and • 5.9m Facebook fans Nikke Osterback – digital campaign manager was prominent within TV adverts and teaser To further promote the album, Atlantic • 342k Twitter followers James Dillon – fan engagement online video pre-rolls. Records partnered with LoveLive to deliver Powster Ltd – development • 49.9m YouTube views An interactive microsite was also launched a live stream event of the album launch Pretty Good Digital – development for Plan B’s Tag London campaign. Fans party to YouTube. Fans who had taken part • 8.3m YouTube views from new album New Black – development were prompted to tweet the hashtag in the digital campaign were granted priority content Links: access to the event. The feed received over • 155k albums sold to date 100k live streams and over 500k on-demand Website - http://time4planb.co.uk/ • 250k singles sold to date streams after the event. The live stream Twitter graffiti campaign - http://illmanors. content was broadcast on the LoveLive time4planb.co.uk/ YouTube channel. Key Learnings: world context by projecting it onto the To target the core audience of 16-24-year-old Maximise and amplify key events by landmarks of the city fans were discussing. males, a heavy priority was placed on online harnessing the online conversation and and mobile advertising, rather than TV or integrating it into the physical marketing. Another key point of learning was the outdoor. This included in-game advertising This campaign, more than any other we’ve importance of maintaining a high quality and on PS3 and Xbox, aggressive pre-rolling on run, has seamlessly combined the use of consistent tone. This ranged from linking to You Tube, including four different teasers and big statement physical events with the a statement from Plan B about the themes of homepage takeovers on a range of relevant innovative use of digital touch points. ill Manors when the track first premiered to editorial sites across music, film, gaming and The campaign captured the online discussion having animations made for all the remixes lifestyle. around the album and placed it in a real uploaded to YouTube. Issue 75 | 12th December 2011 | Page 5 Blue Note : The Blue Note App by Groovebug (Various Artists) The Blue Note iOS app was the The app takes advantage of features such as The app was featured in ‘New & Noteworthy’ first curated music streaming Airplay mirroring and a slideshow feature to on UK and US Apple App Stores and also Campaign budget: subscription app on the iTunes App make best use of visual content such as artist in ‘Great Free Apps’ in each country. The Not disclosed session photos. Store and the first to be launched campaign focus was on PR and App Store features, with a small device-specific ad The app has been described as a “living digital Audience demographics: via EMI’s OpenEMI initiative. spend. box set” and each month Blue Note adds more US and UK jazz fans, broken down into two The app is free to download and combines content, highlighting albums, artists, articles, The Blue Note App is the first to be groups: playlist, discovery and social features with or featured playlists compiled by musicians, commercially released through OpenEMI. 1) Core jazz consumer, aged 35+ content such as photos, archive newspaper journalists and other jazz experts. As such Launched in partnership with The Echo Nest clippings, articles and 30-second audio clips. 2) Discovery jazz consumer, aged 18+ it works for music lovers who want to learn at the end of last year, OpenEMI improves A monthly subscription unlocks full-length more about the genre as well as for discerning and streamlines the music licensing process track streams and additional content.