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Photo: Yesterday’s midem marketing campaign competition

This summer, midemblog reported that brands can represent 50% of music industry revenues within the next few years. Yesterday, both midem’s new Marketing Campaign Competition and Coca-Cola and Music Dealers panel showed that brands are quickly turning to music as a key marketing strategy to reach their audience.

The competition showcased 10 marketing campaigns who each had five minutes to pitch their work to compete for the most create and innovative use of music and/or partnerships with artists. These campaigns covered direct-to-fan engagement, such as The Vaccines “Wetsuit” Instagram video, or the #Tweetlied (‘tweet song’) campaign by Vodafone Germany. Large consumer based brands such as Converse, HTC and American Express campaigns were also featured, the latter for their much-applauded Unstaged concerts (photo below, more here).

Winners of the competition will be released on Monday: meanwhile, check out all of the contestants here.

Diving deeper into the connection between a global brand and music, the Coca-Cola and Music Dealers panel showed how the bond between brands and music is growing with each successful campaign.

The music industry is a very dynamic one. We see the pie is getting bigger and music consumption is continuing to grow. We we are looking for those opportunities,” said Emmanuel Seuge, group director of worldwide sports and entertainment marketing at The Coca Cola Company.

“Coca-Cola has a large portfolio,” continued Seuge. “Each brand has their own identity and each will target its own user group. For example, Sprite is in heritage and hip hop. We are trying to explore the whole value chain. It takes a bit of time, but we have the energy and the team.”

Seuge further underscored Coca-Cola’s interest by announcing that more partnerships were on the way: the brand is “currently considering a new partnership with Spotify,” for example.

Coca-Cola and Music Dealers — a company which specialises in matching brands with the right music — are notably working together to create maximal impact in Brazil for the 2014 World Cup and the 2016 Olympic games.

Closing the panel discussion, Umut Ozaydinli, chief of possibilities of Deviant Ventures reflected as a closing thought: “They asked if brands can represent 50% of the music industry? It has a lot of reality in it.”

 

Heather Blanchard is a global communications student at the American University of Paris, who will be covering key sessions at midem this year, for midemblog and her own blog. Be sure to follow her on Twitter too!

 


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