Creatively Activating Your Sound

Bring your brand to where your consumers live with engaging musical events and experiences.

DMI makes it easy to integrate music's powerful reach into your promotional initiatives.

We provide complete music promotion services:

• Strategy and development
• Production of tactical creative elements
• Campaign/event implementation and management

We develop and deploy the experiential vehicles that engage consumers:

• Street teams
• Concert tours
• Music downloads
• Special events
• Mobile and wireless promotions
• Giveaways
• And much more

 

 

 Objective
• Increase awareness and enrollment of United Airlines’ College Plus
college travel program
• Promote United’s partnership with Coca-Cola

Solution
DMI developed the “Music United” Enhanced-CD that featured music and video interviews of emerging artists with strong college-demo appeal, along with an integrated music and travel-prize sweepstakes. The “Music United” E-CDs were distributed at events on 20+ college campuses including eight campus concerts with featured artists, and as a Coke gift-with-purchase program at campus cafeterias.

Results
Over 250,000 E-CDs were distributed. The E-CDs delivered a 51% click-thru rate and a 33% acquisition rate resulting in a 206% increase in United’s College Plus program.