MERRY CHRISTMAS

24 MAGICAL STUDIO MASTER RECORDINGS - ONE FOR EVERY DAY OF CHRISTMAS

  • THE

    BRIEF

    GO
  • THE

    DESIGN

    GO
  • THE

    RESULTS

    GO

The Brief

“In 2004 we identified a shift in the way people wanted to consume music, and by 2006 we were the first record label in the world to offer DRM-free Studio Master downloads.”

Gavin Morton

customer insight and acquisition manager at Linn

source: the drum

THE PRODUCT

Linn offered one free master studio download per day over 24 days. A Studio Master download is the highest quality music file available. You get to hear the music exactly as the artist and producer intended. Every note, every beat, captured and recorded - just as it sounded - before it was shrunk to fit a CD or squashed down to mp3 size.

Consumers could only download the track of the day for a 24 hour period but could return the next day for the next track.

REQUIREMENTS

We created a bespoke landing page for each of the 24 days, supported by an online campaign of targeted emails, dynamic banner advertising and promotion on the Linn website.

The design was created to showcase the Artist and inform consumers that a new track was available for download each day encouraging them to return.

The Design

ADVENT MICROSITE

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DYNAMIC BANNER ADS

The promotional campaign was supported through online banners and database marketing with Partners The Guardian, Mojo, NME and Gramophone.

Each ad was dynamically built to be hosted on a range of websites and automatically updated to represent the day's release.

This allowed the same advert to remain on the site but with different creative, eliminating the need to manually replace. This technique removed any human involvement once the ads were built, allowing them to be updated immediately without any down time for a more efficient campaign.

“The level of interest in high quality downloads generated by this campaign shows how far the market has come in the last five years.”

Gavin Morton

customer insight and acquisition manager at Linn

source: the drum

The Results

“We’re delighted that so many people not only downloaded music but also shared the campaign online. We saw our web traffic literally double the first weekend, and with word spreading quickly through social media, we gained a 60% increase in unique visitors for December as a whole.”

Gavin Morton

customer insight and acquisition manager at Linn

source: the drum

The campaign ran throughout December and Linn enjoyed the below results during this month:
  • increase
    in new registrations

  • increase
    in sales

  • sales month
    for linn

  • increase
    in product website traffic

  • increase in
    unique visitors

Increase in new registrations
Increase in sales
Sales month for Linn
Increase in Product Website traffic
Increase in unique visitors
Thank you