Music Strategy & Promotions
Case Study:
AT&T blue room
Objective
Develop an authentic on-line music destination that allows consumers access to their favorite artists by providing exclusive content, live performances and behind the scenes access all in an AT&T branded environment, surrounded by AT&T consumer service offerings.
Strategy
An AT&T-branded website that houses unique and exclusive music content (audio, video, interviews, promotions, offers)
- Partner with high profile media platforms that create or broadcast unique music content and uses media weight and added-value promotional weight to drive traffic to AT&T blue room.
- Utilize archived Yahoo! music content to supplement the new AT&T content and enrich the overall consumer experience.
- Leverage many of the AT&T communications channels to distribution the message and drive traffic to the AT&T Blue Room.
- House unique and exclusive music content:
- live performances
- artist interviews
- behind-the-scenes video segments
- "once-in-a-lifetime" promotions
Results
- Leveraged media program across CBS Radio Network
- Acquired exclusive webcast and content rights for seven (7) summer music festivals
- Created exclusive record launch programs with several “A” list artists including:
- White Strips - 2007
- Matchbox 20 - 2007
- Janet Jackson - 2008
- Snoop Dog – 2008
- Panic at the Disco – 2008
- Created weekly LIVE concert series with Live Nation
For more information, please contact the Davie Brown Entertainment office at (310) 979-1980.
