Challenge: To introduce a new musical group and their first record.
A new band needed a creative way to urge the decision makers in the music industry to play their record and make it popular.
Solution: A themed promotional gift set was sent to radio and video program directors.
A new group put out a record and with specific lyrics in mind, distributed a barn-shaped box filled with hay, a corn cob pipe, and promotional box matches, imprinted with the band’s name, along with the band’s CD and biography. To introduce the band and encourage play, the boxes were sent to radio and video program directors and record label executives, all considered decision-makers in the music industry.
Result: The promotion helped to quickly boost the band to stardom.
The group’s record moved to the top of the charts and went gold within two months.
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