World Records Case Study

» Text Voting for CD Discounts

Looking for new ways to target the youth market, The Bakersfield Californian launched a mobile advertising campaign for their client World Records to help boost slowing CD sales.

Objectives

Build awareness of the World Records Store
Increase youth readership of paper’s Eye Street Entertainment section
Text poll youth market on favorite recording artists
Build database of opt-in mobile numbers for sales alerts and events notifications
Increase music CD sales

Promotion

The paper’s Eye Street readers were asked to text vote for their favorite CDs from a list of ten artists featured in World Records print ads. The winning CDs from the weekly poll went on sale the following week, with an additional $2 off coupon in the paper. Each participant on the opt-in list was entered to win a weekly and a grand prize. The poll was also advertised on posters and kiosks in a local mall and a local cable station ran TV spots about the poll on MTV, VH1 and Comedy Central.

Results

More than 1,000 votes were collected for the promotion
15% opted-in for future offers
5% response to offer with coupon redemption
Local cable channel covered the event and ran spots for free
World Records and Eye Street were mentioned in articles in Billboard and other industry magazines

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