EMI’s Bluecasting campaign for Coldplay using Transvision screens achieved a 15% response rate; highlighting the formidable potential of these screens for consumer interaction and response generation
What EMI wanted to achieve
To launch Coldplay's most recent album 'X&Y', EMI required a campaign that would create a sense of anticipation around the release date. It had to get people talking about it, but most importantly, it had to promote interaction and encourage music sampling.
The campaign had to be innovative and original and provide stand-out in an otherwise cluttered market. An important aspect of the campaign was the ability to provide content directly to their audience. The display needed to be a build up for the release of the album on the 6th June
Integrated Solution
Transvision was used across 6 screens in London. The Bluecasting technology available enabled EMI to directly communicate with their target market in an innovative way. EMI were able to transmit Coldplay sound excerpts, video clips and never-seen before video interviews to commuters' mobiles and laptops.
A graphically simple X&Y block design was animated giving the impression that the abstract shapes were forming a language or code: X&Y. The copy encouraged the audience to switch on the bluetooth on their mobile phones. They would then receive an invitation to download exclusive media clips from Coldplay's forthcoming album.
Key Findings
• Just after one day of the campaign, Transvision served over 1,000 downloads to mobiles
• After the full duration of the campaign (two weeks), of the 87,000 people identified with Bluetooth phones, 13,000 had requested the free material – a staggering response rate of nearly 15%
• Of those who opted for the free download, it provided EMI with an invaluable database of contact information for their audiences, which they could use for other Coldplay targeted campaigns.
"It was the perfect medium to push different types of teaser content to a potentially receptive yet broad audience".
EMI–owned record label Parlophone, Senior Marketing Manager, Claire O’Brien.
Summary
Transvision provided EMI with an effective solution that met their budget. They were able to communicate directly with their target audience in an innovative way, and enabled them to take their message a step further – to actually interact with them by sending a download. As a result, there were high awareness levels for the new album launch. The added benefit of the retail opportunities within the stations where people could buy the albums further enhanced the communication.