Brand Experience and Activation > Use of Promo & Activation
OGILVY BRASIL, Sao Paulo / BILLBOARD / 2013
Awards:
Overview
Credits
ClientBriefOrObjective
We wanted to optimize our sampling activity by reaching the bull’s eye Target audience:
The real music fans.
Implementation
The Fan Check Machine is a magazine dispenser with a twist:
It recognizes real fans of the artist on the cover of our magazine by scanning their music library.
And if they had more than 20 songs of the artist on the cover of Billboard, the Fan Check Machine would give them the magazine for free.
Outcome
When it comes to sampling we usually target a lot of people, so we end up wasting a lot of magazines. With the Fan Check Machine we haven’t wasted a single sample, as we only gave them away to the people who proved to be real music fans of the artist on the cover of our magazine. When you get more information from people during the process, you can make it easier to engage right people with right content.
Relevancy
When it comes to music, Billboard Magazine is an authority.
So we created a magazine dispenser that can spot the perfect reader.
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