Universal Music-Red Chocolate Games&brands 2009

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Information about Universal Music-Red Chocolate Games&brands 2009

Published on March 16, 2009

Author: Redchocolate

Source: slideshare.net


Red Chocolate was gevraagd om een workshop te verzorgen tijdens het event Brands & games op 10 maart in utrecht.

De opzet was om samen met de adverteerder een case te presenteren en daaruit learnings te delen met de toehoorders.

Red Chocolate heeft ervoor gekozen om samen met de commercieel directeur van Universal Music, Bart Engel, een case te behandelen. Vorig jaar zomer heeft red Chocolate de boyband Jonas Brothers in Nederland online geintroduceerd. De Jonas brothers hadden twee videoboodschappen opgenomen in Londen waarin zij zich voorstelden aan de meiden van goSupermodel.nl. Zij vroegen in hun videoboodschap aan de meiden hetzelfde te doen.
Deze campagne resulteerde in 64 meiden die zich middels een persoonlijke videoboodschap in hun beste engels aan de Jonas Brothers voorstelden. In totaal werd met deze campagne 222.000 contactmomenten tussen de goSupermodelcommunity en de Jonas Brothers gegenereerd.
Tijdens de workshop werd deze campagne uitvoerig behandeld door Daan Sip, Joost Bazelmans en Bart Engel, waarna een levendige discussie in de zaal losbarstte over de muziekindustrie in het algemeen, nieuwe verdienmodellen en de gepresenteerde case, uiteraard.
De presentatie vindt u hieronder terug. In deze presentatie wordt uiteengezet wat de case inhield, wat de resultaten waren en welke learnings uit deze campagne naarvoren waren gekomen.

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

Communication !!!

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

Business mode

Micro Payments

Parents Subscriptions


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

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