BORDERS DOWNLOAD CARD PROMOTION

The promotion kicked off on Sunday February 4th, immediately after Paolo's live performance on WBOS. It ran for the month of February. The performance was digitally recorded and sent to management for approval that day and then uploaded to a redemption page. Consumers who purchased the Paolo Nutini release at any Borders location in the Greater Boston area received the digital download card with their purchase which would allow them to access this content. You can check the following link to see the design/layout of the final landing page:

http://feature.atlrec.com/contests/paolo_nutini/amplified/

WBOS promoted the added value campaign for the entire month, a promotional value of $122K.