André always has a range of product offerings around Christmas and we needed a hook for his core market that was both product-agnostic and attractive as an incentive for new audiences. We know we can reach André’s primary demographic through our social networks and mailing lists, so we put together an online game that would appeal to this audience.
Results:
We initially communicated the game through mailing lists of similar artists and Decca’s social networks. We know we cannot always rely on André’s own social channels for marketing, so we needed a solution we could manage ourselves. We currently have over 800 regular players involved in the bingo game. There are still a few numbers left to call and we see an increase in players with every announcement by including strong sharing functionality on all our messaging.
The game itself was logistically a challenge to put together. We also wanted to ensure that players joining midway through would not be at a disadvantage; so we came up with a solution that would allow us to market the bingo throughout the campaign without it being less attractive
We had a great selection of prizes to work with (including a rare meet and greet). What we wanted to do is attract players who might not have been aware of André’s music before using our label’s trusted relationship with his audience across our mailing lists and social networks (something we can target very accurately using our demographic data). By seeding video content and product announcements alongside bingo updates we have been successful in converting players into consumers of André’s content online. This puts us in a good position to turn these engaged users into customers. All players are also automatically added to André’s mailing list.
Project Budget
Demographics
