- Cheryl's record label Polydor have launched a new Facebook and poster campaign to promote her new album "Messy Little Raindrops". The campaign launched on 25th October with 114 poster locations across the UK. It relies on outdoor posters attracting passers by to Cheryl Cole's Facebook page, in order to promote her album.
- Katherine Levy writes: "Smartphone users are encouraged to "check-in" at which ever advertisement they are close to, to be entered into a draw to win two tickets, travel and accommodation to a live X Factor show. Users will then receive a Facebook update shared on their Facebook wall announcing that they have entered the competition".
- This revolutionary form of advertising being tested by Polydor aims to raise awareness of the album through alerting user's social networking friends of its release. Social networking is widely used these days, therefore the potential of this form of advertising could be huge, with millions being signed up to the sites across the world, therefore giving global exposure too.
- The draw involved in the campaign cleverly embraces Cheryl's current popularity on The X Factor, as well as the popularity of the show itself, both targeting Cheryl Cole fans and X Factor fans, increasing her potential target audience.
- This campaign allows the audience to "actively engage with the ad and help spread the message across their network", rather than experiencing the "one-dimensional experience" of outdoor advertising.
Diana Vickers
- Upcoming artist Diana Vickers has embraced the new possibilities of technology by doing regular Ustream chats with her fans. This involves a live web chat, where fans can instantly post their messages and questions to Diana for her to comment on and answer. This gives a sense of closeness between the artist and fans, as though they are chatting to a friend.
- As well as pleasing her fans by interacting with them, Diana also uses this opportunity to plug upcoming album/single releases and tour dates, often doing Ustream chats when a big announcement or release has just occurred. She recently made a live announcement on Ustream of what her new single would be. This makes her fans feel a sense of exclusivity and appreciation, as well as pulling in more viewe
rs to the channel. - Diana's record label also run regular competitions through her Facebook page, such as the recent design a t-shirt competition to promote her latest single "My Wicked Heart". Another example includes winning a trip to watch her rehearsing her X Factor performance. Competitions like this offer a more active experience for her fans, allowing them to feel involved with her promotion and making them feel appreciated by offering these exclusive opportunities to them.
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