To promote the release of Holly Valance's forthcoming single, 'State Of Mind', her record label, London Records have teamed up with Shazam, the leading mobile music service, and HMV UK, the UK's leading specialist music retailer, to develop a unique interactive mobile campaign. This will give fans the chance both to preview the single, which is released Monday, 27th October, and also to get a discount when they decide to buy it.
The campaign will be advertised via a wide range of print and broadcast media, which will encourage people to text-in to receive a Shazam Mass Songmail. This will allow them to listen to a 30-second clip of 'State of Mind' over their mobile phones accompanied by a special voice greeting from Holly herself. The second phase of the promotion allows Valance's fanbase who have texted-in in response to the Ads or who have 'tagged the single' (using Shazam's recognition service) to receive a £1 discount off the CD single, redeemable exclusively at HMV UK stores.
When users text-in 'Holly' to shortcode 80118 from a UK mobile phone, they will receive a free automatic text reply on the official release date containing a £1-off text voucher. Users can then redeem this £1 discount at any HMV UK store between 27th October and 1st November (inclusive).
Shazam is the revolutionary mobile music recognition service that allows users to identify any track over their mobile phone simply by dialling 2580 and holding their mobiles up to loud music for 30 seconds. In an unprecedented tie-up with London Records and HMV UK, the new service is the ultimate in interactive SMS marketing, offering users a real and tangible
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benefit. London Records will be promoting the shortcode number through all national TV and radio advertising for Holly's single in the run up to its release.
Says Matt Thomas, Marketing Director at WEA London Records, "This new SMS service represents a unique marketing feature to our overall marketing campaign for Holly's new single 'State Of Mind'. We are delighted to be the first record label to be able to offer people an SMS voucher from Shazam, and we anticipate a big pick-up. There are no hidden fees or catches for users of the service. It's very simple, if you use it, you will save £1 when you buy Holly's new CD single!"
Says Tim Porter, Marketing Director at Shazam, "We are very excited to offer Shazam as an end-to-end mobile music service, from tagging to over-the-counter purchase. Working with WEA London and HMV to promote Holly Valance's new single demonstrates the value of mobile marketing for new music. It's great that the label are leading the way in the music industry with these new and innovative techniques for promotion."
Ged Hopkins, HMV Head of Marketing - Promotions, E-Commerce & CRM, adds, "This is the first time we have been involved in a text SMS promotion of this kind, but I am sure there is tremendous potential to develop this activity in future. Such a promotion fits perfectly with our overall trading ethos of giving people the widest possible access to music in whichever format they most require it - whether that's through our stores, online at hmv.co.uk or, as in this case, via mobile phone technology." •
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