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Online music platform Linn reports ten fold increase in site registrations following social media Christmas campaign


By Stephen Lepitak, -

January 29, 2013 | 3 min read

Record label and music system manufacturer Linn Products has claimed its recorded over ten times the customer registrations in December as the result of its digital Christmas promotion.

The company offered to give away a free Studio Master track each day of December through a social media promotion linking to a custom built Advent microsite.

The promotional campaign was supported through online banners and database marketing run with partners The Guardian, Mojo, NME and Gramophone.

Prior to kicking off the campaign, each artist whose music would feature, alongside their record label, would be made aware of the day their track would run through Twitter and Facebook allowing them to retweet or direct the content to their fans.

Activity included an email being sent to the entire database highlight the promotion, while posts were also made through Facebook and Twitter each day of the month, with Facebook being used to highlight the band for that day’s download and related reviews.

Between five and eight tweets were sent each day using #StudioMaster and promoting the high quality download message.

In the end, the Advent microsite recorded roughly 8,500 visits through Facebook, 4,000 through Twitter, 2,000 through the Linn forum itself and another 10,000 through various other international forums.

Over three quarters of downloads (76 per cent) came from a global audience outside the UK, with Japan ranking the highest in terms of the number of downloads.

Some of the albums offering free tracks recorded a four-digital percentage increase in downloads during December, Linn claimed, while 27 per cent of web sales during that month came through the purchasing of albums with free tracks that featured within the Advent campaign.

“In 2004 we identified a shift in the way people wanted to consume music, and by 2006 we were the first record label in the world to offer DRM-free Studio Master downloads. The level of interest in high quality downloads generated by this campaign shows how far the market has come in the last five years.” said Gavin Morton, customer insight and acquisition manager at Linn. “We’re delighted that so many people not only downloaded music but also shared the campaign online. We saw our web traffic literally double the first weekend, and with word spreading quickly through social media, we gained a 60 per cent increase in unique visitors for December as a whole.”

Following the end of the campaign, Linn has said that traffic to its site is 20 per cent higher than it was in November.


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