Planet M Online, a channel partner of Indiatimes.com and Sony Music jointly organised a contest at www.planetm.co.in. Weaved around pop diva Jennifer Lopez, the contest which involved writing a slogan, attracted over 2,000 entries with the whackiest of answers. The lucky winner of the contest walked away with an all expense paid free trip for two to the Jennifer Lopez Concert.
Among the other prizes were Jennifer Lopez T-shirts, mouse pads and posters. According to the Shridhar Subramaniam, director, marketing, Sony Music, very few organisation have tapped the enormous marketing potential of the net. “With this promotional event in association with Indiatimes, we tried to leverage the speed, interactivity and reach of the new media and have been immensely successful in our endeavour.
With this promotion Planet M Online music store has given the music industry a flexibility to provide new services and promotions to the music lovers and understand what clicks. This is the first time that a promotion of this magnitude was organised online. The entire presentation adds a new dimension to artist promotion involving customer participation.
It is a win-win situation for both the music company and online store. The music company gets the enoromous hype for their albums/artists because of the media strength of the Times of India Group as also directly promote the sales of album / artist on Planet M Online.
Within a month of promotion, the Online Store sold over 1,000 copies of J Lo’s music album.