Record label Virgin EMI MMS campaign to promote Swedish DJ track inspires chart topping results
Music track ‘Wake Me Up’ from Swedish DJ Avicii has today (July 17) topped the iTunes download chart thanks to a unique MMS marketing campaign.
Record label Virgin EMI partnered with EE, Vodafone and O2 joint venture firm Weve, to send out 100,000 animated MMS messages to music fans.
Customers were selected based on their Weve profile – indicating they would like to receive marketing around dance music.
Messages were sent out at 8am on Sunday, which when opened activated the song as part of a ‘wake me up campaign’ planned by independent media agency the7stars.
Weve said the campaign received its highest ever ‘click through rate’ with 9.8 per cent of people receiving the message going on to listen to the track.
Customers can then click on a link to be directed to the iTunes store where they can download the track. A second campaign to promote the same track will kick off at 8am this Saturday.
Weve marketing director Tony Moretta said: “It’s fantastic to see a major entertainment company like Virgin EMI recognise mobile as the first screen for marketing engagement with key demographics, and that the immediacy and relevance of mobile messaging can really drive consumer behaviour in a big way.”