CASE STUDY: Avicii- Driving Downloads via Mobile Advertising
Provided by Weve
DJ Avicii's 'Wake Me Up' shoots to #1 after Virgin EMI targets dance fans with alarm MMS
What was the Challenge / Background of the Campaign?
To promote Avicii's new single in a new an innovative way that reached the key audience in order to drive single downloads on iTunes.
What was the Campaign Objective?
At Weve, we understand the power of the message to change the way that people think and behave. Our media products help brands create, design and deliver intelligent, targeted messages that meet their business objectives across the board- from growing product awareness to driving footfall and increasing sales. The result: intelligent, personalised mobile campaigns that really work.
What was the Solution?
An MMS was delivered to 100,000 confirmed dance music fans at 8am on Sunday morning, acting as an alarm clock. The message linked through to the iTunes where consumers could download the track.
What were the Results?
The campaign resulted in an amazing 9.7%CTR, and helped to drive the single to the number 1 spot on the music charts.
What were the Key Learnings of this Campaign?
"Mobile is central to our digital marketing strategy and an area in which Virgin EMI is constantly looking to develop and innovate. The Avicii 'Wake Me Up' campaign ticks all these boxes by effectively reaching our target market on their target devices in a way - such as an alarm - which has never been done before"
-Stephen Fraser, Digital Marketing Manager, Virgin EMI