Musicaunsigned.com, an online battle of the bands featuring west coast artists and sponsored by Verizon Wireless. This campaign was designed to allow the users of our platform to perform the market targeting for our campaign rather than the traditional agency method. We created a contest website that enables fresh, unsigned bands to gather votes from their fans and listeners. The band with the most votes getting to record a single free of charge with Nacional Records and Andres Levin.
Challenge:
- Drive millennial traffic to Verizon Wireless stores and create brand loyalty.
Solution:
- Target the millennial passion points of music and allow musical artists to expand the target to their peers.
- Reward participants by offering in-store discounts through email upon voting registration.
- Aggregate the social media feed for #musicaunsigned to bring all participants together and promote the campaign.
Results:
- Less than 40% bounce rate
- 5:00 min avg. time on site.
- Coupons ran out in first week of voting.
My Roles
- Design the campaign ecosystem.
- Design the workflow and approval process for all partner companies.
- Advise designers with the microsite information architecture and user experience.
- Develop the dynamic email coupon delivery system with auto-generated UPCs and customer tracking.
- Provide code debugging and tactical development solutions to the development team.
The campaign was launched in 4 phases:
- Band Signup: The bands registered with the site to uploaded their music, video and images for selection to be entered into the competition.
- User Voting: The site is opened to the public for voting. Bands are promoting themselves on Social Media, websites and at shows. Users vote everyday for their band to win, additionally they can share their favorite band on Facebook and Twitter to give them an additional vote. Users are rewarded upon voting for the first time with a $10 off coupon for any item in a Verizon Wireless store.
- Winner Coming Soon: Voting ends and the top 5 bands with the most votes are analyzed for winner selection.
- Winner Announced: Winner is announced on musicaunsigned.com and single recorded with Zapboombang Studios, Nacional Records, and Andres Levin.
Details
Website:
http://www.musicaunsigned.com/
Press:
- Telemundo
- Puerto Rican News
Awards:
- 2016 Gold, AAF Addy District 10 – Online/Interactive Campaign
- 2016 Gold, AAF Addy Houston – Online/Interactive Campaign
- 2016 Silver, AAF Addy Houston – Online/Interactive Branded Content & Entertainment
- 2015 Design Standard of Excellence, Web Marketing Association