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Ashanti Retail Music Promotion Recap


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

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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 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> 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