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Reviving Vinyl: Innovative Audience Engagement for Dance Track Promotion

Kontor Records faced the challenge of promoting Boris Dlugosch's new dance track to hard-to-reach creative agency directors. With a meager 7% response rate from traditional CD mail-outs, they sought a more engaging approach. By mailing actual vinyl records accompanied by a custom QR code, they encouraged recipients to scan and play the music using their smartphones. This "Back to Vinyl" campaign resulted in a remarkable 71% activation rate of the QR codes, tenfold the usual response, showing that creative innovation can significantly enhance audience engagement.

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Reviving Vinyl: Innovative Audience Engagement for Dance Track Promotion

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Presentation Transcript

  1. Back to Vinyl A case study in creative audience engagement

  2. The Challenge • Kontor Records needs to promote the new dance track of Boris Dlugosch • They have to reach agency creative directors – they have a response rate of just 7% when sent compact discs • How do you grab the attention of underwhelmed music snobs?

  3. Real Vinyl

  4. The Delivery • Mail a real vinyl record to creative directors • But even music production agencies don’t have turntables lying around these days • How do they play the music?

  5. Using Mobile • The custom envelope instructs the user how to get “Back to Vinyl” • Scan a QR code – because they’re not dead yet – and any smartphone can function as your personal office turntable • Their tag: “No downloading, no fuss. Just analog fun with a digital device.”

  6. The Results • 7% is the average “open” rate of music agencies when they receive promo CDs • 71% of the QR codes that were mailed out were activated – ten times the usual rate • 42% went on to access the Kontor Records online store

  7. Lessons for The Marketing Arm • Marketing innovation can produce ten times the desired audience response • New tech isn’t always the answer • No apps, no AR, no wearables, no NFC • Skeumorphic design can still be engaging

  8. Potential Application • How to reach the superior audience – novelty • Mailer sent out – an empty shopping bag • QR code to an augmented reality interface • AR reveals a bag full of items, clothing, and a coupon code lying on top

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