Decca Records wanted to try new and innovative ways to enhance their campaign promoting album downloads for its key artist performances as part of Proms 2013.

MMS's were delivered to consumers located within close proximity to Royal Albert Hall and key tube stations all within 10 minutes walk from the concert venue. The message linked consumers through to the mobile webpage where they could enter their details for a free track download to get a taster for the promoted album.

The results showed a 70% click-to-conversion rates and - interestingly - more sign-ups than visits to the landing page. From this, it is possible to infer that consumers were passing the promotion onto friends and family in order to enjoy the experience too. In addition, it illustrates that a high quality and relevant consumer experience, which contains tracking tools to monitor downloads is a critical element of a strong mobile campaign.