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Parlophone maximises its investment in mobile advertising
for artist Lily Allen
EMI Music UK’s Parlophone is the first to adopt a revolutionary approach to optimise mobile advertising spend. Parlophone has become the first UK record label to employ pay per click mobile advertising for its artist Lily Allen, giving music fans the opportunity to download a free Lily Allen animated screensaver straight to their mobile. In place of the traditional flat fee advertisement model, Parlophone will optimise its mobile advertising spend by only paying for active click throughs to the Lily Allen store.
Digital media manager for Parlophone, Dan Duncombe, comments, “Off portal mobile advertising is obviously a highly targeted and effective means of communication and marketing; direct to consumers via the devices in their pockets. By pushing people to Lily's interactive, loyalty based WAP site, we can capture data for future marketing as well as offering commercial content. As with the rest of the Lily Allen campaign this is a UK artist media first and in keeping with Lily's digital roots."
Booked through mobile media agency New Visions, the advertisements are served by AdMob to their network of publisher sites in the UK.
The news continues Parlophone’s groundbreaking and award winning work in the Lily Allen digital marketing campaign. Previous activity includes the launch of the first ever MSN themepack for a UK artist, while last year Lily Allen became the first UK music artist to deliver exclusive content to Nabbr’s social network fan-base. The multi-channel online campaign, including the first ever UK loyalty based WAP club picked up the Best Pop Artist award at the Digital Music Awards in 2006 and the campaign has been shortlisted in this year’s Music Week Awards for best marketing campaign.
In 2006 “Alright Still” debuted in the UK album charts at No.2 and has gone double Platinum, while in the US the album entered the Top 100 Billboard Chart at No.20, selling over 34,000 units in week one.
Lily Allen’s latest single “Shame For You” / “Alfie” is currently available to buy on both physical and digital formats.
08/03/2007