EMI Music UK is kick-starting a mobile marketing strategy that will involve the launch of a promotional drive for all its record labels, including Parlophone, Blue Note, Virgin and Manhattan.
The world's biggest independent music company will use wireless technology to target music fans with campaigns built around competitions, artist information and special access to events. It also plans to offer exclusive mobile content as well as sales discounts.
EMI is keen to use the SMS activity to drive consumers to mobile websites promoting artists such as Coldplay, Robbie Williams and Lily Allen. Each WAP destination allows users to access the latest news, buy ringtones and download music.
The activity comes as the company prepares to relaunch its main mobile presence, The Raft, next year. Mobile specialist Flytxt has been appointed to assist EMI marketers across its four UK record labels to integrate wireless promotions into their existing internet, email and CRM campaigns.
Flytxt's Neon platform will enable them to increase response rates, capture additional consumer data and track visits to other EMI mobile destinations. 'We want to improve our relationship with consumers by using mobile marketing to be as innovative as possible,' said Shai Eilon, CRM manager at EMI Music UK.
EMI's wireless marketing initiative is the latest phase of a long-term digital strategy as it seeks to generate new revenue streams from emerging platforms. Since Barney Wragg was appointed as head of digital in August to head the initiative on a global scale, EMI has tied up with T-Mobile to trial mobile ad-funded content.
Source: http://www.brandrepublic.com
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