A great use of platforms to ensure that awareness is raised around tour dates, while making the most of the most engaged fans (which can prove particularly important for bands that are trying to establish a foothold in new markets).
Note, the text that follows was provided by the team behind the campaign.
Company
Chinelo Creative
Team members involved
Joaquín Fernández – general manager
Antonio Vázquez – marketing / A&R manager
Daniela León – marketing assistant
Oliver Schael – web designer
Campaign breakdown
Budget: £0 – £500
Audience demographic: 50% female / 50% male, age 15-40, Mexico City
Overview of campaign
Maná, one of the biggest selling and award-winning Latin rock bands of all time, released their new album, Cama Incendiada, in April this year. By the end of October, they premiered the official video of their third single, ‘Ironía’.
In order to increase its awareness, we created a web app based on a social unlock feature where fans would be rewarded with concert tickets for the band’s show in Mexico City in exchange for sharing the video directly to their Facebook news feed. The band would be playing the city for two nights as this is where they have their most loyal fans.
In this attempt, we wanted to accomplish the following goals: 1) increase YouTube video views on the new single; 2) viralise the content organically; 3) increase our email database; 4) increase awareness of Maná’s tour (Cama Incendiada Tour) within Mexico City fans; and 5) provide fans with a valuable and unforgettable experience.
When the web app was launched, fans would go to the site and log in using their Facebook account. Then they would watch at least 30 seconds of the embedded YouTube ‘Ironía’ video in order to get the view count. After that, they were able to click a button to share their video directly to their Facebook feed.
However, there was one important rule: fans had to come together to fill the Incendiómetro, a bar that had to reach a total number of shares before it would be completely filled. Until the goal (300 shares) was entirely reached, fans would receive an email confirming that they had won a ticket to the show.
Results and key learnings
The Incendiómetro was filled in 90 minutes, so we gave a pass to the first 300 fans in return for their commitment to the band. Some of our quantitative results were:
Reach – 109,938 people in Mexico City
Video views – 142,658
Webpage visitors – over 7,000
New mailing leads – 300
This campaign was launched locally and the idea is to use the Incendiómetro in every city in which Maná plays around the world to maximise the effect.
Links and extra info
http://www.manapromos.com
http://bit.ly/ManaArtwork
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