The Sony Fantasy Festival competition, a promotion with Last.fm, has launched with more than 13,000 people having signed up to take part by the end of the first day yesterday. The competition is open to people across 32 countries with the chance to win weekly Sony prizes and an overall prize of a VIP experience to the Glastonbury festival for four people.
Participants have been challenged to create the most popular fantasy festival line-up using a €1 million budget to book their ideal acts. With over 30 million users on Last fm, the platform will be used to determine the popularity taking into account Last.fm listening data and online buzz in addition to data from Yahoo. This is a brilliant example of how a brand should engage with its audience:
1) It shows understanding of the consumer (Music fans always talk of their dream gig)
2) Marketing Communications shows thought and intelligence, attracting attention through engagement
3) The content is impeccable, great lists of artists to select from and great features such as radio for the user
4) The site has wonderful interactivity, from the user directly engaging with the site through band selection to the user engaging directly with their friends via social options, (Facebook, Twitter, etc)
The 4 pillars of new marketing can only be achieved through dynamic strategy and planning and very engaging creative. Music fans are hard-wired into their relative social hubs and in order to enter into an active conversation with them you’ll need to be able to position a music offering at the heart of their offline and online communities.
The campaign fits nicely in with Sony’s current focus on sound as represented by the recent Sony Sound Ville ad created by those ridiculously good people at Fallon UK. The idea for the festival was created by Altogether Digital and OMD International was responsible for the partnership with Last.fm. Kudos to all.
We implore you to create your own dream festival, you can check our dream gig here
In a separate note but sharing the dream theme today, Susan Boyle’s upcoming album I Dreamed a Dream has become the largest global CD pre-order in the history of Amazon.com, that a girl Susan!
One Comment
1 John wrote:
Do you think that 30 million users still use last fm considering that they have now introduced a fee? And should Sony considered an alternative?