Geffen UK, the standalone record label rolled out by the Universal Music UK, is promoting female pop duo Mini Viva’s debut single ‘Left My Heart in Tokyo’ with the help of AdMob, the world’s largest and fastest growing mobile advertising platform, and media agency MediaCom.
To drive track downloads and raise the band’s profile with its target audience of 13 to 24 year olds, Geffen UK turned to AdMob and MediaCom to develop an engaging mobile advertising campaign focused solely on the iPhone and iPod touch. A combination of CPC text link ads and CPM graphical banner ads for ‘Left My Heart in Tokyo’ will run across AdMob’s network of mobile websites and social networking and entertainment applications. These ad units will seamlessly take consumers to the pre-order action on iTunes and, following the single’s release, directly to the download option.
Formed in 2008 by singers Frankee Connolly and Britt Love, Mini Viva’s sound is described by the pair as ‘pop with a quirky edge’. Managed by 19 Entertainment, the girls are signed up to Xenomania, one of the UK’s top pop song writing production houses, and the single is set to hit the UK charts on 7 September.
The UK-focused mobile advertising campaign is part of Geffen Record’s wider digital advertising strategy to promote Mini Viva. With a target audience of teenagers, 50% of the label’s advertising efforts have been focused on digital channels. Innovative Multiple Purpose Units featuring performances from Mini Viva and the full music video for ‘Left My Heart in Tokyo’, as well as a social networking widget and free music downloads, have been created to engage fans and enable them to interact with the band.
Said Colin Barlow, president of Geffen UK: “With new artists being launched on a daily basis, we work in an extremely competitive arena and we’re always looking for ways to capture people’s attention. Technology now enables acts to raise their profile and start a dialogue with their fans in many new and exciting ways. The mobile channel provided an ideal opportunity to reach Mini Viva’s prospective fan base. By working with AdMob and promoting the single on iPhone and iPod touch devices, we’re hitting a digital generation of music lovers that are becoming increasingly used to interacting with their favourite artists via technology.”