Project Overview
Mobile is the No.1 channel for Universal Music’s innovative and integrated album launch of Jack Johnson’s ‘To The Sea’.
Project Commissioner
Project Creator
Team
Graham Christie
John Sardelic
June Cheung
Tim De Kretser
Project Brief
Universal Music and their Agency Mediacom approached Big Mobile Group asking how we could drive awareness and experience of Jack Johnson’s new album, ‘To The Sea’, propelling it onto the radar of fans.
Our Brief was to punctuate the target audience’s day with opportunities for them to be the first to hear from Jack Johnson. Mobile was used as the glue binding together outdoor and ambient medias linking to a cool presentation of great content and incentives on a unique Mobile platform.
Project Innovation / Need
A mixture of free tracks, samples, pre-order, a competition, plus integrating the campaign fully into iTunes, combined to a make for an unbelievably engaging experience.
Mobile assumed the uncommon role of the lead medium across multiple touchpoints, the lead being Mobile media, but with Taxi and Tram outdoor with SMS entry, and Café cups with 3D barcodes playing a supporting role linking consumers to Jack Johnson’s Mobile Site.
Results. Over 6 weeks, 17,000 people made their way to Jack Johnson’s mobile Site. Over half of all Visitors downloaded the Full Track. 28% of all Visitors downloaded the 60-second music video. The average time spent on the Mobile Site was over 5 minutes. The Mobile media achieved an impressive average click through rate of 1.2%. The Mobile Database Marketing campaign achieved a superb 2.7% click through rate.
User Experience
Typically, the music buying consumer is young, moving around, and often on Mobile web or apps. Mobile phones also have pretty good media players in-built. So how better to hear and see Jack’s new music than when you’re on the go, through your own media player in the palm of your hand. The ubiquitous use of SMS technology with the more niche tech of 3D barcodes both delivered quick access to an immersive Site. The Site was designed assuming an average session time of under 3 minutes, adopting a specific hierarchy of teasing content and instant rewards.
Project Marketing
Mobile display advertising through Big Mobile’s exclusive Publisher partner network on News Digital Media, Vodafone Hutchison, Optus, and Yahoo!7, specifically throughout our Entertainment Category targeting Jack Johnson’s core audience, of females 25-45, and also a handset bias targeted towards iPhone users. In addition a Mobile database of 50,000 music-loving females was used prompting them to click through to the Mobile Site.
Best Mobile Marketing Campaign
This category recognises campaigns that use elements such as competitions, promotions & messaging to engage customers on the mobile channel exclusively.
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