Background:
The NEW! website is Clear Channel's just-launched effort to discover new musicians and give exposure to talented artists. NEW! uses the strength of Clear Channel's local radio brands to introduce audiences to new and developing artists early, before songs are "on the radio." Listeners choose from hundreds of songs and videos, plus exclusive home videos and interviews.
Challenge:
Fanscape was approached to locate, target and spread online word-of-mouth buzz to musicians and bands in an effort to populate the site with quality content over a two-week span.
Execution:
Through grassroots marketing, Fanscape leveraged one of their core competencies: reaching out to music fans. Fanscape complemented this outreach by seeking out and contacting unsigned artists online to make them aware of this new program that could help get them noticed by radio stations and programmers. Leveraging their knowledge that unsigned bands live and promote themselves online, Fanscape researched and transparently reached out to unsigned bands utilizing several popular social networks such as MySpace, Facebook, Garage Band, etc. to personally invite them to check out NEW! and submit their music to the site, and to possibly be heard by radio programmers throughout the country.
Results:
Fanscape reached out to approximately 400 relevant communities and artists garnering over 1,500 music submissions in a two-week timeframe. This method of one-to-one contact cannot be purchased through traditional advertising means. Fanscape delivered over 1,500 in a two week marketing blitz - over 20x the expected submissions - and created an extremely high-quality interaction between Clear Channel’s NEW! brand and the target audience.
Credit Information
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Client: Clear Channel
Agency: Fanscape
Budget: Undisclosed
Date of Campaign: 6/1/2007 - 6/15/2007
Case Study URL: http://fanscape.biz/gallery/pics/WOMMIES2_ClearChannel.pdf
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