CASE STUDY: Sony Music Artist Interviews for Fan Engagement

Provided by Trevor Dann's Company
Sony's feature on Petula Clark at 80 and her new album 'Lost In You'.
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What was the Challenge / Background of the Campaign?

Sony Music was celebrating Petula Clark's 80th birthday and as part of her birthday celebrations and release of her new album, they wanted to do something special. They chose TDC to produce audio press kits for radio stations around the world.

What was the Campaign Objective?

Sony wanted to give an insight into Petula's life, now that she's 80. They wanted to allow fans to hear some of her stories, some of her music and some of her charming personality too through some compelling online content. Hopefully this would re-situmulate interest in her new album, as well as her catalogue in general.

What was the Solution?

We made them a fifteen minute mini-documentary podcast, featuring Petula sharing memories of her career and what she was currently doing musically, interspersed with tracks from her new album.

What were the Results?

Sony was able to sign its name to an engaging and informative piece of content that had longevity. Also, as this was done as a podcast, rather than a video, it allowed the listeners to put it on in the background and carry on with other tasks. When attached to the press kit sent to radio stations, it generated a further awareness of her new album and led to playlisting.

What were the Key Learnings of this Campaign?

Podcasts are a great way to connect with your audience and customers and Sony was able to generate further interest in one of their heritage artists by using a reasonably new form of delivery, that was much cheaper than sending items in the post.
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kPetula Clark fans, Heads of Music at various radio stations
ONLINE
RADIO
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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