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Customer: mobilkom austria AG (Leading Mobile Operator in Austria)
Period of time: 04/2006 – 10/2007
Type of project: Band Contest
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The Story
Successful positioning of Austria’s leading mobile operator in the young, music-affine target group with the aid of a nationwide band contest.
The concept of the A1 Music Masters 2007 was based on buzz marketing strategies only and ties up to the success of the A1 Music Masters 2006. The whole communication of the contest consisted of word-of-mouth and guerilla activities like stickers, flyers and postings in target group touchpoints and relevant online forums for example myspace.
The whole communication of each event was done by the bands who were equipped with individual promotional material in order to advertise themselves, the concert and A1 – in their circle of friends, colleagues and family.
In the end more than 120 bands signed up for the A1 Music Masters 2007. In comparison to last years contest: twice as much bands joined the battle. Sub ordinate target of the contest was to win stage time in one of three Warm Ups. All the Warm Ups took place at the Chelsea, one of the best alternative it-locations in Vienna. For each Warm Up three bands were elected by the community, friends and fans, who voted for their favourites. All in all nearly 71.000 votes were counted. Within these 20 minutes of stage time each band had the chance to prove their talents live in front of audience and jury.
The three finalists, once again selected out of 125 registered bands by community and jury, were privileged to be supporting act of Robocop Kraus, an upcoming German rockband, October 12, 2007 at the Szene Wien. The winner of the finale concert, the so called A1 MUSIC MASTER 2007, was the band 4twenty who won sound recordings and special A1 packages.
A1 MUSIC MASTERS = Buzz Marketing brought to perfection!
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pictures A1 MUSIC MASTERS 2007
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| pictures A1 MUSIC MASTERS 2006 |
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