Great Marketing Campaigns from the Music Industry - delivered at Digital Shoreditch 2013, Tomorrow's World day. Information has been taken from Music Ally's end of year Sandbox Report for 2012. You can download this free report by following this link: http://smarturl.it/SB2012 You are also able to sign up for a free trial to Music Ally's music industry publication service by visiting: http://www.musically.com/subscribe

1. @robowenmac
Rob MacAllister (@robowenmac)
Training and Marketing
@MusicAlly
Great Marketing
Campaigns

2. @robowenmac
www.musically.com/subscribe

3. @robowenmac
Great =
Effective
Innovative
Creative
Gets results

4. @robowenmac

5. @robowenmac
AIMS:
A global campaign in 50 cities worldwide using 3D augmented reality technology
to celebrate the 50th anniversary of The Rolling Stones and the band’s GRRR!
Greatest Hits.

6. @robowenmac
EXECUTION:
1. Iconic buildings across the world (50 cities, 3,000 locations) were tagged with a
variety of virtual 3D gorillas.
2. Fans were introduced to the uView App by a set of mysterious eyes appearing on
band’s Facebook cover image. It was AR enabled and led to a short advert.

7. @robowenmac
EXECUTION:
Global competition: full-scale GRRRegories placed around the world. Fans followed
an interactive map in the app to find the GRRR! locations.

8. @robowenmac
AUDIENCE DEMOGRAPHICS: Age: 18-55;
RESULTS:
• GRRRegory was seen +200,000 times on building and various products.
• The competition received over 32,000 entries and a 28% clickthrough rate to buy
the album directly from the uView app.

9. @robowenmac
LEARNINGS:
It’s a misconception that older consumers do not use new technology.
New technology can sometimes get you into hot water.

10. @robowenmac

11. @robowenmac
AIMS:
Invigorate fans for Hyde
Park gig
Raise awareness of new box
set

12. @robowenmac
EXECUTION:
• Two week teaser campaign based around lyrics and bespoke content
• Livestream hosted in an embeddable twitter card
• Live Q&A after the performance via journalists and Twitter

13. @robowenmac
RESULTS:
• One single tweet with the embedded player was viewed over 1.3m times.
• 75k livestream views across the 10 minutes of performance.
• @BlurOfficial followers increased from 16.6k to over 50k.
• Drove 57k clicks-to-purchase using campaign smart URLs.

14. @robowenmac
LEARNINGS:
• Collaboration among production company (Pulse), streaming company
(Streaming Tank) and management well in advance was critical to event success.
• Support from Twitter UK was key.

15. @robowenmac
Campaigns that are fun gain great traction and shareability
Brands that are vocal gain a huge amount of loyalty from
consumers
Keep content and messages organic
The smallest thing can be monetisable

16. @robowenmac
http://smarturl.it/SB2012

17. @robowenmac
Rob MacAllister (@robowenmac)
Training and Marketing
@MusicAlly
Great Marketing
Campaigns