Meteor : Choice Music
Headline/Reason Worth Sharing
Taking a sponsorship to the next level we created a campaign that raised awareness for Meteor’s sponsorship of the Meteor Choice Music Prize.
How the Work Meets Brand Ideals
This campaign has it all. It was both pioneering and tactical when it came to its media approach leading to exceeded targets, raising not only event awareness and Meteor’s involvement, but also creating a platform for meteor fans to truly engage with the brand.
Irish telecoms company Meteor wanted Vizeum to help them draw attention to its sponsorship of the Choice Music Prize, a prestigious awards ceremony celebrating Irish music. The company also created its own category at the awards, Meteor Song of the Year, to be decided by public vote.
Insight and Strategy
We took a pioneering and tactical approach to create a seamlessly integrated campaign. We used social to announce the Meteor Song of the Year category and partnered with bloggers to generate buzz, accompanied by editorial content. Activity drove users to the Facebook page. We created an app to house each shortlisted song and users could listen and vote through this mechanism. Spotify placements, YouTube targeting, promoted Tweets and display on prominent music sites supported the activity.
Making an exclusive event available to all
To open the event up to everybody, regardless of whether or not they were attending, we live-streamed the event through Twitter and encouraged participation with promoted trends and posts.
Truly engaging content
More than 18,500 votes were generated through Facebook and our campaign generated 6,000 more fans. We achieved a 14 per cent increase in Twitter followers and 28,000 views of the live streams. Some of our promoted posts saw more than 580,000 impressions, nearly 11,000 clicks and more than 9,000 actions.