Client: LOOP Recordings
Project: LOOP Select 003 - mobile marketing
Solution: RedDirect
Campaign Length: 60 days
Loop is a Wellington based independent record label, aimed at promoting New Zealand's underground music and culture throughout New Zealand and beyond.
Artists to release on Loop recordings include:
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The Black Seeds
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50HZ
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EBB
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Rhian Sheehan
The Objectives:
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To promote the launch of LOOP SELECT 003 (double CD and book on New Zealand's music scene's sub-culture)
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To create a qualified database of people to utilise in future Loop promotions
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To extend range of media used in advertising
Promotion of Campaign:
The Results:
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Database of people within Loop's target market compiled
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Gained further specific information on existing customers
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High level of positive feedback on Loop's direction for New Zealand music
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Gained new subscribers to the magazine
The Strategy:
The Loop promotion was an incentive based information gathering campaign. Copies of the LOOP SELECT 003 were available to the first 100 people to text in their name, postal address and email address to 5667 (LOOP). All respondents were then entered into an overall prize draw for a Nokia phone. The main prize draw was open to all those who submitted their details, not just the winners of the LOOP SELECT 003 copies.
Winners were notified by text or email and were announced on Wellington's B.Net radio station. |
