Record Label Replaces Unsuspecting Fans’ Alarm Clocks With New Single

Instead of the same old ring tone, music lovers get a taste of Avicii’s latest song instead.

You’re probably all to familiar with the feeling of waking up to the same alarm tone every day – it can get old. So, in an attempt to change things up and promote Avicii’s new single, Virgin EMI sent out an animated MMS that played his latest single just like an alarm clock.

The label, along with agency the7stars sent out an animated MMS to 100,000 dance fans on Sunday 14 July at 8am. With a click-through-rate of 9.8 percent, the impromptu alarm clock helped to push the Swedish DJ’s new single to the top of the charts – aptly named “Wake Me Up.”

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Virgin EMI has made it clear that mobile is a central part of their marketing. Judging by the success of this latest campaign, and the never-before-seen idea of an MMS alarm clock, the company are making good headway.

There’s even plans for a second round of messages on 20 July at 8am.

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Marketing Director Tony Moretta commented:

It’s fantastic to see a major entertainment company like Virgin EMI recognize mobile as the first screen for marketing engagement with key demographics, and that the immediacy and relevance of mobile messaging can really drive consumer behavior in a big way.

Apart from the mobile marketing campaign, the label has also been using online push via search and social networking sites such as Facebook and Twitter, as well as display ads across desktop and mobile, with creative copy produced in-house.

Virgin EMI

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