Disney

Disney’s Twitter and Facebook campaign is a good example of how music incentives can be used successfully to drive social media activities:

Opportunity

Disney produced a “50 Days of Summer” event online, inviting consumers to become a Fan on Facebook and/or follow them on Twitter. In exchange for doing so, Disney sought to introduce fans to new music by encouraging them to return to the Disney Facebook Fan page and download the “free” song of the day, for 50 days in a row.

Solution

Using Neurotic Media’s platform, Disney was able to securely host and deliver the MP3s for the campaign, changing the selected promotional download on a daily basis (50 days, 50 songs).  Disney promoted the campaign on their Disney site, Facebook and Twitter, taking a real experiential approach to the project and canvassing multiple distribution points on the web to reach their demographics.  

Result

The word-of-mouth promotion of the campaign was immense, with mention on many other internet sites and blogs.  The campaign was a resounding success with thousands of consumers becoming Fans of Disney on Facebook and Followers of Twitter daily, and tens of thousands of MP3s delivered every day. Neurotic Media provided proper reports into the label’s accounting system to ensure all activities are accounted for and logged.