Experiential Marketing
Song Division strengthens the emotional connection between brands and their audience;
- Music is a key passion for consumers and sound stays with us longer than any image, making it an incredible branding tool
- Get your audience to write and sing a song about the virtues of your product or service
- Customers will learn much more about your product or service if they write a song containing all the key learning points and marketing messages
- Make the interaction between fans and bands much more memorable than an autograph signing and concert, get them to write a song together!
- ‘Money can’t buy’ experiences for promotional campaigns, e.g. “Win the chance to record a song with Britney’s producer for you and five of your closest girlfriends”, or “You and ten buddies will record your own rock song with Aerosmith’s producer”.
CASE STUDY
VisitBritain (British Tourist Board) called on Song Division to spread the word throughout North America that now is a great time to ‘Visit Britain’ as the dollar is strong. 20 of the top tour operators from around the US along with travel industry journalists headed into the famous Legacy Studios in Manhattan, whose projects were nominated for 19 Grammys in 2008 alone.
The Song Division band consisted of our US music director Angus Clark (Trans Siberian Orchestra), Earl Slick (David Bowie, John Lennon), Mark Hudson (Aerosmith, Ringo Star) and Jason Gianni (Trans Siberian Orchestra and drummer on the Sponge Bob Squarepants theme – this credit received the most racaus reception of the day!)
The participants wrote, performed and recorded a very rocking track called “Gotta Go To Britain” in just three hours. The event was filmed and was the centerpiece of a PR campaign resulting in over 35,000 hits to the industry website travelpulse.com in the first week of the campaign alone.
“Song Division enabled VisitBritain to extend our product marketing message to the vast travel industry community across the USA with a fabulously innovative approach. Professionally facilitated and executed, Song Division provided the perfect platform to deliver an energetic, creative and interactive campaign enabling me to bring industry leaders to the forefront and be the ‘voice’ of expertise within our B2B community.
This is a fresh and innovative approach to destination marketing and, in my opinion, an ideal solution for any B2B marketing. Thanks for expert guidance and creativity.” Carl Walsh, VisitBritain, Regional Director – Travel Trade, Business Visits & Events (Americas)
As a result of this Song Division-based event, VisitBritain won a Magellan Medal at the 2009 “Travel Weekly” Awards, a key travel publication in the US.
Click here to see VisitBritain’s highly successful experiential marketing campaign;
