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Virgin Weve

Virgin EMI uses Weve to wake up dance fans and promote DJ Avicii's new single

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By Gillian West, Social media manager

July 18, 2013 | 2 min read

Virgin EMI has utilised MMS and Weve technology to help promote the new single for Swedish DJ Avicii ‘Wake Me Up’.

Set to top the charts this weekend, the record label along with the7stars sent out an animated MMS to 100,000 dance fans in the style of an alarm clock. The mobile marketing campaign, planned by the independent media agency, used the time-targeting capability of the Weve platform to wake dance fans up at 8am on Sunday – after they were likely to have heard the single on club dancefloors the night before.

The first round of MMS messages sent last Sunday (14 July) achieved a 9.8 per cent CTR, and helped push the single to the top spot of the mid-week singles chart. A second round of messages to promote the single is again planned for this Saturday (20 July) at 8am.

“Mobile is central to our digital marketing strategy and an area in which Virgin EMI is constantly looking to develop and innovate. The Avicii 'Wake Me Up' MMS campaign ticks all these boxes by effectively reaching our target market on their target device in a way - such as an alarm - which has never been done before,” commented Virgin EMI digital marketing manager, Stephen Fraser.

The ‘Wake Me Up’ campaign also includes online push via search and social networking sites, Facebook and Twitter, as well as display ads across desktop and mobile, with creative copy produced in-house by Virgin EMI.

Lusy Ostermeyer of the7stars added: “The title Wake Me Up provided a unique opportunity to place Virgin in an everyday moment for consumers by imitating a function of the phone not usually associated with advertising – the alarm – replacing it with an MMS message that would add value to their day and also provide a direct link to purchase.”

Of their involvement Weve marketing director, Tony Moretta, said: “It’s fantastic to see a major entertainment company like Virgin EMI recognise mobile as the first screen for marketing engagement with key demographics, and that the immediacy and relevance of mobile messaging can really drive consumer behaviour in a big way.”

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