Published on March 16, 2009
Universal Music • Introduction • Bart Engel • Commercial Director Universal Music Nederland • Universal Music • Major record label • Universal Music en social media advertising • In search of integration in the social experience • Introducing artistes (easy, fast and cheap • Hyping artists isn’t the way to go
Wat is het? • Online gaming community • Dutch girls • Games / forum boards • (RPG) their own world • Avatar • Shopping centre • From beginner to supermodel
Trends online ID
Somefigures • Target audience, woman, 10-16 years • More than 1 million profiles • 521.505 UV’s Q1 2008 • 250.000 UV’s each 30 days • 80 million page views each month • Avg. time on site 21,52 min. • 35% market share
Insights target audience insights target audience • 680.000 girls in the Netherlands in the age of 10 till 16 years • 14 hours online every week • 4 out of 6 most important internet tools for the youth are social (msn, mail, social games and network sites) • UGE social network online • Target group loves to create and publish stuff online – Social identity
Brand confrontation Notlikethis!
Case Introduction Jonas Brothers Daan Sip
de Jonas Brothersbefore Who are the Jonas Brothers? • The Jonas Brothers is an American pop rock band • 3 brothers Kevin, Nick and Joe Jonas • Unknown band / Sales history = 0 • Radio support • TV series Jetix • International a-synchronous • Target audience active on p2p networks • No “klemrijdertje”
Measuring the results poll 1 (before campaign) • 80% of the users never heard of the Jonas Brothers • 20% heard of them “somewhere” Poll 2 (before campaign) • 4,6% of the users thought the Jonas Brothers were cool artists (Rihanna 39% and A. lavigne 56,5%)
Stragety Strategy • Use their HUGE social network (see next video) • Let them spread the message
Concept The Jonas Brothers made a video message for the girls of goSupermodel in which they introduced themselves They asked the girls of goSupermodel to do the same
Campagne-elements YouTube channel Online place to meet&greet the Jonas Brothers
Campagne-elements Two video messages of Jonas brothers PublishedYouTube channel
Campagne-elements Jonas BrothersprofileongoSupermodel.nl more than21.480visits
Campagne results 74 uploaded movies more than 137.196 views in total ?
Campagne results Totall amount moments of contact between Jonas Brothers and girls of goSupermodel: 222.806 Banner views Leaderboard: 4.073.198 Skyscraper: 3.205.768
Measuring the results Poll 1 (after campaign) • 59% of the users told us they knew the Jonas Brothers Very well (before 20%) Poll 2 (after campaign) • 10% of the users told us the Jonas Brothers are the coolest artists ever (before 4,6%)
Learnings Learnings: • Girls love to great stuff online (=Social status) • Honest communication is the way to go • YouTube and creating movies is fun, judging other movies even more • Target group has a UGE social network (MSN, Hyves, gSm) • The rule, “get views on your movie”, made the campaign viral (in a forced way) • If a band has no reputation, it is difficult to let users invest time in a campaign (=making a movie)
The Jonas Brothers NOW Where do the Jonas brothers stand NO? • Increase in popularity and reputation • Members Hyves 7000 (to compare Tokio Hotel 8000) • Target album 2: 20.000 • Album sales to date: 4000 • Upcoming release album 3 release USA, combined with merchandise
Music video by India.Arie performing Chocolate High. (C) 2009 Universal Republic Records, a division of UMG Recordings, Inc.
ユニバーサル ミュージック ジャパン公式サイト。universal music japan ... spicy chocolate. cd
The official home of Universal Music UK. Share this | More ...
Chocolate skateboards and clothes. Features skateboarding photos, ... 20 YEARS OF CHOCOLATE TIMELINE. Shop © 2016 Chocolate Skateboards, Inc. facebook;
Universal Orlando. Home; Islands of Adventure; Universal Studios Florida; CityWalk; Hotels; Blue Man Group; Parks Worldwide; ... Copyright © 2016 ...
... RedOne, TheOne: Born () ... Interscope, Universal Republic, Island: Associated acts: Lady Gaga, ... In 2009, he was the number ...
Old Things New is the sixth studio album recorded by country music artist Joe Nichols, released on October 27, 2009, on Universal South Records.
Gleichzeitig betrieb er mit Ralf Droesemeyer (heute Mo’ Horizons) ein kleines Studio (Chocolate Factory) ... 2009: All Nite Long (D.I.S.C.O.) 71