Campaign offers consumers a more interactive print experience

This week, EMI Records launches a mobile campaign for the Mercury Prize nominated band, The Magic Numbers.

The campaign allows 3G handset owners to directly access video and audio excerpts of the last single, ‘Forever Lost’, and the forthcoming single, ‘Love Me Like You’. Fans can also buy a selection of The Magic Numbers’ official ringtones.

With the objective of bringing a level of interactivity to traditional media, the campaign launches on promotional posters for The Magic Numbers’ eponymous debut album.

Eric Winbolt, Digital Media Manager at EMI Records, comments, “This campaign is about providing a more interactive print experience for consumers and making print media work a bit harder. Posters can only take consumers so far and can be quite limited in what they can communicate.

“By delivering richer media through print, we are adding a more enticing and engaging dimension to an otherwise passive medium; creating a longer lasting impression in consumers’ minds. By combining offline media with the mobile channel, we are opening up the ways in which we can put our artists directly in touch with consumers. Additionally, by adding rich media streams to the poster, we can directly measure response.”

Consumers are prompted to dial a shortcode, which automatically streams a 30 second video or audio clip back to their mobile. Those who want to buy ringtones can navigate to a separate WAP page, where a selection of realtones and polys can be purchased.

The campaign is part of EMI Records’ ongoing strategy to communicate The Magic Numbers’ distinctive branding through a range of on and offline media. Harnessing the flexibility of mobiles, this campaign allows consumers the choice of when and where they choose to interact with the content. The initiative is an integral element of EMI Music UK’s wider strategy of using digital channels to increase consumer choice and offer greater accessibility to music.

EMI Records expects to roll out further artist campaigns that combine offline media with mobile channels.
The Magic Numbers’ forthcoming single, ‘Love Me Like You’ is released on 8th August. The Magic Numbers’ debut album has been nominated as one of the twelve 'Albums of the Year' in this year's Nationwide Mercury Prize. The winner is announced on 6th September.
Editor’s notes
About EMI Records

EMI Records digital media division, headed up by Eric Winbolt, plays a core role in the label’s business. Integrating digital channels into its traditional label activities has become an increasingly important element of EMI Records’ artist promotion, marketing and distribution; allowing its artists to reach consumers wherever and however they wish to be reached.

EMI Records has a number of successful partnerships with independent labels, including Heavenly Recordings, which began in 2000. This partnership is home to Doves, Beth Orton, The Vines and Ed Harcourt. EMI Records also has a partnership with Positiva, one of the longest running and most recognised dance labels in the UK.

Artists at EMI Records include Robbie Williams, Kate Bush and Pink Floyd.

EMI Records is an EMI Music UK label.

For further information, please contact:
Anna Vickerstaff
immediate future Ltd.
0845 408 2031

Published on: 12:00AM on 23rd August 2005