Wednesday, April 4, 2007
Team Boston took the same approach with the Paolo Nutini contest. 6 individuals (Kate, Ryan, Jeff, Cathy, Jim, and Kali) couldn't have possibly accomplished as much individually as they could as a team. We hope you agree.
Scroll down for all the details and all the results of teamwork.
Oh, and by the way, that music that you are hearing was recorded live at WBOS for our digital download campaign in the New England. You will read more about that later on, but you are one of the lucky few that get to hear this without having to buy the record at a local Borders location. Enjoy!
In Association with WBOS and First Act Guitar Studios, we set up a txt2win contest which ran from February 2nd - March 31st. We used a couple of different vehicles to promote the contest.
We used our contest funds to create 5,000 coasters which were placed in Bars and Lifestyle Accounts all over New England. The txt2win contest included a bounce back coupon from Newbury Comics via cell phone. Contest entrants received the following text:
mssg1Thanks! U MUST REPLY 'Y' 2 confirm ur entry 2 win an autographed guitar from Paolo Nutini! Can't reply? Go2 sms.wmg.com/sms/optin enter %PN% StdRatesApply
mssg2Thx-we'll call if u win!Show this mssg @ any Newbury Comics by 2/28/07 2get Paolo's These Streets 4only $7.99 Code #011997.Reply STOP WINPAOLO 2 quit.StdRatAply
A myspace page (www.myspace.com/weaboston) was created to cross promote the contest and create web presence for Paolo. It currently has 396 friends and has been viewed 4,638 times where viewers often post comments about their favorite Paolo experiences. Our myspace page is also Paolo Nutini's #1 friend, on his Top 12 on his myspace page!
To view the site click
We placed tent cards and coasters in mall food courts and lounges, retaurants, coffee shops and bars.
We had a viral campaign up on face book that offered a signed Paolo CD to anyone who posted a digital tool on a website as well as college press out to meet Paolo which garnered a nice review. We also created "now playing" easels and placed them in non-traditional retail such as salons and shops. Lastly, we used the "Live Sessions" EP as a value add/bag stuffer with area merchants including Coco Day Spa & Salon.
WBOS promoted the added value campaign for the entire month, a promotional value of $122K.
ENTER TO WIN A "THESE STREETS" GUIDED URBAN ADVENTOURS BIKE TOUR & STRAWBERRIES DOWNTOWN CROSSING - SAMPLER GIVEAWAY
Team Boston joined forces with a Boston based bike tour company to create an enter to win contest at 20 New England area Trans World stores. Consumers had the chance to win a "These Streets" inspired guided bike tour around Boston. To further cross promote this concept we borrowed the Urban Adventours Truck to create a buzz outside of Strawberries in Boston where we handed out 300 "Live Sessions" Samplers and blasted "These Streets" from the truck.
The results have been amazing. Newbury took almost 130 pre-orders before the record hit the streets and sold 367 units during the first week of release. With over 800 units sold to date they have been one of the most successful regional chains in the country on this release!
Bull Moose was on board early promoting Paolo’s release at the store level as well as through their weekly New Release E-mail Newsletters. Offering an autographed guitar
and tickets to Paolo’s February 3rd sold-out concert at Boston’s Paradise Club, Bull Moose had over 100 online entries from their January 22nd e-mail. Their January 29th
Newsletter promoted Tuesday's street date of “These Streets” as well as our “Live Sessions” EP sampler that they used as a gift-with-purchase. The stores were all sent bin card H-clips and a CD designated for in-store play.
As a member of the Music Monitor Network all 10 locations had the title sale priced and positioned on their Hit Wall from street day through March.
First week sales totaled 70 CDs and it debuted at #6 on their Top Selling sales chart. Release-to-date sales have totaled 175 units with “These Streets” still a consistent seller.
Either way, this record has had great sales success in the New England region. In fact, Boston was the #3 overall sales market for the first week of release and Team Boston had three (3) of the top five (5) markets in the country in terms of ranking with Portland (a top 10 debut!), Boston (#13), and Burlington (#15) all leading the way.
Regional/key accounts such as Newbury Comics (#5 debut; 367 units sold!) and Bull Moose Music (#8; 70 units sold!) also showed immediate results!
Click the link below to view all of our documents, charts, and approvals for the entire campaign
H:\PAOLO NUTINI WRAP-UPS\EAST\Boston
Team Boston's campaign covered all the bases from creative marketing in and out of brick and mortar retail using digital (text-to-win; digital downloads; on-line marketing; etc.) and physical tools (samplers; coasters; flyers; etc.) while also more than covering the bases via our traditional channels. In the end, the result was an all-encompassing blitz of New England on the Paolo Nutini project with the REAL result being our sales story.
Well, we hope you enjoyed our wrap-up. We leave you with video (scroll down!) from Paolo Nutini live from the Paradise in Boston (and the site of our soundcheck party) during the week of street date. Enjoy!