Case studies
Metro Music Challenge
Metro is the perfect vehicle for advertisers to reach their audiences. Many of the world's leading brands are already using Metro as an effective answer to their marketing needs.
Brief
APR, Apple Premium Reseller, was looking for a project and a media partner that could both drive customers instore and communicate that Apple have the best soft ware programs for making music.
Solution
Metro created a music voting competition for unsigned artists to get their music heard. The competition was promoted in Apple stores asking people to vote for best contribution/song either online or in their local APR store. Artists could get help on how to produce and make their song sound better by using Apple software. If they voted instore they could win a Ipod. The campaign was promoted with print, radio, online, webb TV, mobile and Club Metro. The final event was at a huge night club in Stockholm where the 3 finalist performed and the winner was revealed in front of the crowd and a very happy Apple client.
Result
- Advertising campaign reach 70% of all 15-39 with a huge awareness and likeability according to MLP data
- Massive campaign in 30 APR stores in the best locations in all larger cities
- 1,834 artists/songs entered the competition
- Microsite generated 675,000 page views averaging 5.5 minutes on the site
- 50,000 downloads on Web TV
- 30,000 unique visitors on the microcite from 40 countries
- 100,000 plays on the top 20 list in one month
- 60,000 votes
- Huge PR in newspapers, radio and TV
- All three finalists got record contracts and are launching records
- Majority of the readers and participators new it was APR and Metro as the producer of the competition
- Huge likeability and demand for a future Music Challenge
- A very satisfied sponsor/partner - APPLE!