Interactive Sony Music campaign engages consumers

Interactive Sony Music campaign engages consumers

WaveMetrix analysis shows how the “brilliant” interactive social media campaign for the new Mark Ronson album helps to engage consumers and get them “looking forward” to the new album.
Sony Music have launched a social media campaign for Mark Ronson’s new “Record Collection” album. It includes an interactive remixing game built into Spotify advertising where consumers can remix three of the songs from the new album. The remixing game can also be accessed through Mark Ronson’s Facebook page, which also includes links to YouTube videos of new songs.
WaveMetrix social media monitoring shows how the social media campaign drives consumers to comment on the “catchy” and “retro” new songs on the album, which some say they “can’t wait to buy”. The interactive remixing game helps engage consumers as it is “fun”, “engaging” and “the future of advertising”.
Consumers discuss the new Record Collection album, Mark Ronson as an artist and the interactive ads that appear on Spotify and the Mark Ronson Facebook page:
Consumers discuss the new Record Collection album, Mark Ronson as an artist and the interactive ads that appear on Spotify and the Mark Ronson facebook page
  • Consumers discuss the new Record Collection album that is due out on Sep 27th: People say they “can’t wait” for the new album which they’ve “got to have”. There is a lot of discussion about the two songs that have been released so far – Bang Bang Bang and The Bike Song which many say are “catchy” and “the best songs of the year” with an “old school”, “retro” sound and “stunning 80s synths”. However, a few complain that the album is “taking an age to come out”
  • Consumers talk about Mark Ronson’s music and image: They say his “blonde hair” in The Bike Song video is “cool” and “makes him look fit”, although a few say it “doesn’t suit him”. Some call Mark Ronson a “musical genius” and a “true talent” for his blend of “style and mindset”
  • Some say the interactive Spotify ads are a “brilliant idea”: They say the interactive ads and remix game is a “great move” and the “future of advertising” and like the way you can “turn elements on and off for three of Mark Ronson’s songs”. A few call them “engaging” and say they give a “unique experience” as they “played for a good half an hour”. However, one consumer complains that Mark Ronson “never actually posts on his Facebook page”
The social media campaign prompts consumers to indicate their purchase intentions for the new album:
The social media campaign prompts consumers to indicate their purchase intentions for the new album
  • Some say they will definitely buy the album: The “genius” Bang Bang Bang and The Bike Song tracks prompt some to say they “can’t wait for the new album” as the new songs are “the best of the year so far”
  • Many consumers “may” buy the new album: They are engaged by the “brilliant” new tunes that are “stuck in their head”, but do not say they will definitely buy the new album
  • One in four do not indicate purchase intent: Some praise Mark Ronson’s style or the interactive campaign but do not indicate their purchase intent
  • A few consumers indicate that they will not buy the album: They say the new songs are “rubbish” and “hate” Mark Ronson
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