Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Ashanti Retail Music Promotion Recap

1,044 views

Published on

Interactive retail campaign with driven by TV, print, in-store & direct marketing extensions. More at www.adriandparker.wordpress.com

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Ashanti Retail Music Promotion Recap

  1. 1. Universal Music Group/Def Jam/Murder Inc. “ Fly Away With Ashanti” Promotion Analysis October 2003 Adrian Parker, FTSA Marketing
  2. 2. <ul><li>Campaign Duration: September 12 – October 16, 2003 </li></ul><ul><li>Prize Fulfillment: November 16 American Music Awards </li></ul><ul><li>Primary Target Demographic: A 12 – 24 </li></ul><ul><li>Consumer Focus: African Americans/Urban communities </li></ul><ul><li>Lead Interest: Inspired by rap, R&B and celebrity. </li></ul><ul><li>Output Objectives: </li></ul><ul><ul><li>Align Footaction brand with top music artist to build positive associations, lifestyle connections and mindshare. </li></ul></ul><ul><ul><li>Provide FA consumers with exclusive opportunity and prizing. </li></ul></ul><ul><ul><li>Build momentum for Ashanti’s album “Chapter II” by promoting its release and offering shoppers sales incentives. </li></ul></ul><ul><ul><li>Use all FA assets to create a 360 ° integrated promotion: in-store visual support, Footaction TV, e-mail deployment, digital micro-site, co-branded print placement and POP displays. </li></ul></ul>Overview Window signage in all stores
  3. 3. <ul><li>Footaction TV: Used in-store media network to air :45 promo spot and 2 new Ashanti videos during September. </li></ul><ul><li>Print: 2 page spread in November SLAM Magazine. In homes late September. </li></ul><ul><li>Digital: E-mail blasts to Footaction, Def Jam and Footaction Catalog databases hit more than 750,000 addresses initially. </li></ul>Action POS display with coupon
  4. 4. <ul><li>In-store Visual: Ashanti banner in all windows for 2 weeks leading up to sweeps launch. POS counter card in all stores for an entire month. </li></ul><ul><li>Micro-site: Registration page on footaction.com with Flash banners and music. </li></ul><ul><li>Sales Incentives : Couponing for $3 off Ashanti’s CD @ Sam Goody and 20% off next shoe purchase. </li></ul>Action (cont’d) Grand prize: Trip for 4 to the AMAs in L.A. to meet Ashanti.
  5. 5. <ul><li>17,236,000 gross impressions over a one month period. </li></ul><ul><ul><li>Extended advertising & marketing activities to build partnership with UMG. </li></ul></ul><ul><ul><li>Integrated sales support using Footaction assets to reinforce one another . </li></ul></ul>FA.com 144,000 unique visitors/ month Print 260K circulation Results FA Retail 10 million shoppers/month Digital Direct 750,000 e-mails Charts : Album - #36 Single - #13 Video - #15 Sweeps 12,000 entries to date FATV 6 million viewers/month

×