LA Marketing Analytics MeetUp - Doug Barasch - UMG - Storytelling

#5 ON THE ITUNES ALBUM CHART BUT WE WANT #1

THE CHALLENGE:

CREATE CONTENT FANS ARE EXCITED TO SHARE

CHANNELING FAN PASSION

SOCIAL MEDIA = STORYTELLING

THE ROB ZOMBIE EXAMPLE

• We offered a fan the chance to premiere a brand new song on their personal Twitter feed.

THE ROB ZOMBIE EXAMPLE

WINNING FAN GAINED 47,000 FOLLOWERS UPON BEING ANNOUNCED.

• Fan tweeted the song resulting in the following: 68,000 RE-TWEETS on DAY ONE

• Over 200,000 STREAMS of the track on DAY ONE

• MOST IMPORTANT OF ALL – 700% INCREASE IN ALBUM PRE-ORDERS.

CASE STUDY 2: MAKE KISSTORY

• Here we asked fans to submit stories about their connection to the band KISS

CASE STUDY 2: CROSS CHANNEL MARKETING KISS STYLE

• Fans embraced the app contributing thousands of stories about seeing the band in concert, buying the first KISS album or hearing their first KISS song.

• App created environment for the

sharing of stories to users personal Facebook pages, Twitter feeds and email accounts driving traffic back to the app.

• App lead to discovery of KISS catalog and across the board increase in sales.

WE’VE GOT THAT…BUT WHAT TO DO WITH IT?

BIG DATA?

BIG DATA TOLD US TO GO

BIG WITH GAMIFICATION

BREAKING OUT OF THE BUBBLE

WHEN IN DOUBT…TAKE OVER THE NYC SUBWAY SYSTEM

Doug BaraschUniversal Music Group

@dougworld

http://www.linkedin.com/in/dougbarasch