Music City Networks

Last week we launched a viral campaign for Eric Church to support his new album, Carolina. The campaign uses Eric's website as the hub of a massive contest in which four winners will win the Ultimate V.I.P. Experience.

MCN's proprietary platform is the machine behind the campaign, allowing users to earn POINTS by referring friends, family, and strangers to the website. We started motivating Eric's existing fan base, which is extremely enthusiastic, by giving them their own tools to facilitate spreading the message about the new album and contest. Each person who signs up has a unique referral link tied to their profile, and they are also able to gain POINTS by requesting "Love Your Love the Most," logging in to the site every day, and participating in weekly contests.

Web sales are reported to Soundscan, but the bigger payoff from this campaign is the huge wave of fan-generated awareness for the album. Carolina hits the street March 24.

Labels: eric church, marketing, points, street team, viral campaign