Street Teams Work! : Eric Church case study
MCN completed the "ULTIMATE V.I.P." Street Team Campaign for Eric Church, promoting the release of Eric's new Capitol release, "Carolina." The ULTIMATE V.I.P. Campaign engaged fans to help spread awareness of the new album, and deployed tools to help fans spread that awareness (viral banners, flyers, viral widgets). Each week for a 6 week campaign, we introduced a new tool, explain how to use that tool, and ran a micro contest on the best implementation of the tool.
Users earned POINTS for their participation, with the POINTS leader winning the grand prize, a VIP hang with Eric Church. Participants were able to cash their POINTS in skee-ball style for cool Eric Church memorabilia.
Users earned POINTS for their participation, with the POINTS leader winning the grand prize, a VIP hang with Eric Church. Participants were able to cash their POINTS in skee-ball style for cool Eric Church memorabilia.
THE PAYOFF
"Carolina" debuted at #4 on the Country Album charts, with MCN shipping nearly 12% of first week soundscan numbers. The Street Team engaged over 1500 fans, promoting grassroots efforts on a myriad of outlets including retail, radio, and social networks including iTunes, Facebook, MySpace, Youtube, GACtv.com, and CMT.com.
"Carolina" debuted at #4 on the Country Album charts, with MCN shipping nearly 12% of first week soundscan numbers. The Street Team engaged over 1500 fans, promoting grassroots efforts on a myriad of outlets including retail, radio, and social networks including iTunes, Facebook, MySpace, Youtube, GACtv.com, and CMT.com.
The Campaign was a phenomenal success in regards to database growth, establishing and building the online Church Choir Community, as well as increasing the general email-able database. Through viral efforts, the general database had an increase of 66%. Additionally, besides growth in size, there was a marked growth in the interest and viability of the list resulting in higher open rates overall.
EricChurch.com saw a dramatic increase in traffic over the period of the campaign, with unique visitors up 85%, pageviews up 134%, and session time up 84% (#s represent EricChurch.com traffic during the 8 week course of the campaign [2/1/09 - 3/31/09] vs averages for the prior 4 months [10/1/08-1/31/09])
EricChurch.com saw a dramatic increase in traffic over the period of the campaign, with unique visitors up 85%, pageviews up 134%, and session time up 84% (#s represent EricChurch.com traffic during the 8 week course of the campaign [2/1/09 - 3/31/09] vs averages for the prior 4 months [10/1/08-1/31/09])
Labels: eric church, marketing, presale, street team, viral campaign
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