ashanti retail music promotion recap
DESCRIPTION
Interactive retail campaign with driven by TV, print, in-store & direct marketing extensions. More at www.adriandparker.wordpress.comTRANSCRIPT
Universal Music Group/Def Jam/Murder Inc.
“Fly Away With Ashanti”
Promotion Analysis October 2003Adrian Parker, FTSA Marketing
Campaign Duration: September 12 – October 16, 2003
Prize Fulfillment: November 16 American Music Awards
Primary Target Demographic: A 12 – 24
Consumer Focus: African Americans/Urban communities
Lead Interest: Inspired by rap, R&B and celebrity.
Output Objectives: Align Footaction brand with top music artist to build positive associations,
lifestyle connections and mindshare. Provide FA consumers with exclusive opportunity and prizing. Build momentum for Ashanti’s album “Chapter II” by promoting its release and
offering shoppers sales incentives. Use all FA assets to create a 360° integrated promotion: in-store visual support,
Footaction TV, e-mail deployment, digital micro-site, co-branded print placement and POP displays.
Overview
Window signage in all stores
Action Footaction TV: Used in-
store media network to air :45 promo spot and 2 new Ashanti videos during September.
Print: 2 page spread in November SLAM Magazine. In homes late September.
Digital: E-mail blasts to Footaction, Def Jam and Footaction Catalog databases hit more than 750,000 addresses initially.
POS display with coupon
Action (cont’d)
In-store Visual: Ashanti banner in all windows for 2 weeks leading up to sweeps launch. POS counter card in all stores for an entire month.
Micro-site: Registration page on footaction.com with Flash banners and music.
Sales Incentives: Couponing for $3 off Ashanti’s CD @ Sam Goody and 20% off next shoe purchase.
Grand prize: Trip for 4 to the AMAs
in L.A. to meet Ashanti.
17,236,000 gross impressions over a one month period. Extended advertising & marketing activities to build partnership
with UMG. Integrated sales support using Footaction assets to reinforce one
another.
FATV 6 million viewers/month
FA.com 144,000 unique visitors/ month
Print 260K circulation
Results
FA Retail 10 million shoppers/month
Digital Direct 750,000 e-
mails
Charts: Album - #36
Single - #13 Video - #15
Sweeps
12,000 entries to date