REMIXER
OVERVIEW
Tribal Brands capitalized on the synergy of social networking, fan interaction, and personalization to promote and market a contest in which one lucky fan would win a concert performance by Linkin Park at his or her college or university.
RESULTS
- The Linkin Park Remixer generated 25,530 remixes and 15,491 contest entries representing 1,052 colleges.
- There were a total of 143,376 visits to the online Remixer, resulting in more than 3.4 million page views.
- Thirty-eight percent of all visitors spent five minutes to one hour on the Remixer site during each visit.
- More than 90 percent of the visits to the custom Remixer URL (lpconcerts.com) came from the Facebook app, making Facebook the number-one referring site for the contest.
- When the contest closed, the number of users who had added the app to their Facebook profile exceeded 3,375.
STRATEGY
Tribal Brands developed an online music Remixer to give Linkin Park fans the opportunity to mash together two songs by Linkin Park and other Projekt Revolution bands. Fans could share their remixes with friends via email or Facebook and go online to enter contests to see Linkin Park in Tokyo or London; they could also enter for a chance to win a Linkin Park concert to be held at their college or university.Tribal Brands also created a Facebook app to allow fans to post their remixes to their wall, drive other fans to the online Remixer to make their own remixes, and enter the contests. The Facebook app also displayed a leaderboard showing the remixes with the most listens or “props,” as well as the leading colleges in the contest. The winner was randomly selected from all entries.
