live brief
we handed in our live brief submissions this afternoon, and i only just met the deadline! in worse fashion than usual, i left starting this project way too late... although i'm very pleased with what i ended up with. this was a great brief, and it was satisfying to have a graphics/conceptual project after the past few months of essays and presentations
i chose one of the d&ad briefs: develop a new media-based marketing campaign for parlophone records to use at outdoor music festivals. parlophone are one of the uk's biggest labels, and the open brief allowed us to explore any solution we wished. steve and lou also took on this brief, and we collaborated on ideas to ensure they were compatable with each other
delivered concept
Location independent, interactive competition invisibly promoting Parlophone artists and sales through SMS-based communications, exclusive prizes and post-festival online content
Parlophone is a marketing campaign integrating SMS messaging, a Parlophone iTunes store, email mailshots, and real-world interaction between Parlophone, artists and fans
• Promote Parlophone label and artists covertly, pushing traffic for online sales after an event
• Easily harvest consumer’s email and mobile details for future communications
• Adaptable concept for any outdoor event or national promotion, with unlimited scalablity
• Minimal setup and running costs, with no limit on the number of entrants
rationale
The Parlophone Game is a unique concept, spanning SMS, email, web and digital music technologies to invisibly promote Parlophone artists and product sales in a festival environment
A festival-goer registers for the competition by texting ‘parlophone’ to 60300, and each day they recieve an anagram of a famous Parlophone artist by text message. They text back the solution, and all correct entrants win a discount code to redeem at the Parlophonte iTunes store (see presentation disc), and are entered into a prizedraw to win two tickets to an exclusive backstage performance and meet ‘n’ greet with a Parlophone artist. Incorrect entrants are notified and encouraged to play again the next day
This generic concept can be adapted to suit any genre, size and length of festival, with no limits on the number of entrants
After the event, successful entrants are emailled the code to spend at the Parlophone iTunes store (one track costs ~79p), thus advertising the new iTunes store, and encouraging further purchases, as well as promoting legal downloads. The email and mobile details collected at an event can then be used for future communications from Parlophone to a growing list of recipients
i chose one of the d&ad briefs: develop a new media-based marketing campaign for parlophone records to use at outdoor music festivals. parlophone are one of the uk's biggest labels, and the open brief allowed us to explore any solution we wished. steve and lou also took on this brief, and we collaborated on ideas to ensure they were compatable with each other
delivered concept
Location independent, interactive competition invisibly promoting Parlophone artists and sales through SMS-based communications, exclusive prizes and post-festival online content
Parlophone is a marketing campaign integrating SMS messaging, a Parlophone iTunes store, email mailshots, and real-world interaction between Parlophone, artists and fans
• Promote Parlophone label and artists covertly, pushing traffic for online sales after an event
• Easily harvest consumer’s email and mobile details for future communications
• Adaptable concept for any outdoor event or national promotion, with unlimited scalablity
• Minimal setup and running costs, with no limit on the number of entrants
rationale
The Parlophone Game is a unique concept, spanning SMS, email, web and digital music technologies to invisibly promote Parlophone artists and product sales in a festival environment
A festival-goer registers for the competition by texting ‘parlophone’ to 60300, and each day they recieve an anagram of a famous Parlophone artist by text message. They text back the solution, and all correct entrants win a discount code to redeem at the Parlophonte iTunes store (see presentation disc), and are entered into a prizedraw to win two tickets to an exclusive backstage performance and meet ‘n’ greet with a Parlophone artist. Incorrect entrants are notified and encouraged to play again the next day
This generic concept can be adapted to suit any genre, size and length of festival, with no limits on the number of entrants
After the event, successful entrants are emailled the code to spend at the Parlophone iTunes store (one track costs ~79p), thus advertising the new iTunes store, and encouraging further purchases, as well as promoting legal downloads. The email and mobile details collected at an event can then be used for future communications from Parlophone to a growing list of recipients
posted by James at 8:27 pm
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