universal music-red chocolate games&brands 2009
DESCRIPTION
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.TRANSCRIPT
• 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
Universal Music
• Online gaming community• Dutch girls
• Games / forum boards• (RPG) their own world
• Avatar• Shopping centre• From beginner to supermodel
Wat is het?
Fun
Friends
Trends online ID
Interaction
Communication!!!
• 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
Some figures
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
Insights target audience
Business model
Micro Payments
ParentsSubscriptions
Advertising
Not like this!Brand confrontation
CaseIntroduction
Jonas BrothersDaan Sip
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”
de Jonas Brothers before
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
The Jonas Brothers made a video message for the girls of goSupermodel in which they introduced themselves
They asked the girls of goSupermodel todo the same
Concept
YouTube channel Online place to meet&greet the Jonas Brothers
Campagne-elements
Two video messages of Jonas brothers Published YouTube channel
Campagne-elements
Jonas Brothers profile on goSupermodel.nl more than 21.480 visits
Campagne-elements
74 uploaded moviesmore than 137.196 views in total
?
Campagne results
Campagne results
Totall amount moments of contact between Jonas Brothers and girls of goSupermodel:
222.806Banner viewsLeaderboard: 4.073.198Skyscraper: 3.205.768
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%)
Measuring the results
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)
Learnings
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
The Jonas Brothers NOW