Creative
Challenge:
A music production company presented a proposal for a Company to pay $25-50,000 per campus for band performances as part of a promotion on multiple college campuses. With a limited marketing budget, we needed to execute promotions as cost effectively as possible.
Action:
I revised the promotion so there would be no cost to the Company. We came up with a contest in which students could download songs and forward the offer to friends; a viral promotion. The 3 schools which accomplished the most downloads would win a free concert on campus. We shared the download list (permission based) with the production company and provide the venue in exchange for the concerts.
Result:
We collected more than 100,000 names in our target market in just 90 days at no cost. Created goodwill on campus, resulting in a significant improvement in brand perception. The promotion created viral buzz on campus. We established a great relationship with the production company for a partnership in future promotions.