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Background

Amazon Music wanted to increase brand awareness of Amazon Music Unlimited, generate sign-ups to the free trial of this service, and generate brand credibility amongst a younger audience.

Solution

BluePeg created a campaign for Amazon Music that included partnering with three distinct summer festivals - Bluedot, Kendal Calling and Lost Village to create ‘Amazon Music Summer Stages’.  Amazon Music then offered festival enthusiasts nationwide the chance of winning VIP tickets to these festivals.

In addition each festival incentivised their digital and social communities to sign-up to the free trial of Amazon Music Unlimited. As a thank you, Amazon Music added one extra surprise act to each festival’s line-up. BluePeg booked the following artists to perform one-off “Amazon Music presents” style gigs; Leftfield at Bluedot, Happy Mondays at Kendal Calling and Soulwax at Lost Village. As well as the actual performance, additional content rights for Amazon were negotiated as part of the package.

BluePeg also negotiated supporting media packages with third party media partners including Mixmag, Manchester Evening News and Absolute Radio.

Results

Significant engagement and reach via bespoke marketing and media campaigns for each festival. The campaign was promoted on the main Amazon home page due its popularity. The campaign delivered the pre-agreed KPI of sign-ups to the Amazon Music Unlimited service and increased awareness of Amazon Music and the Unlimited service.

“…a massive thank you - I feel very blessed to have met you all as human beings… plus the fact that you are great at your job – a winner all round!”
Senior Marketing Manager Amazon Music UK