Sony

Advertising – Case Study

Sony Music has a diverse portfolio of labels and artists. In February 2010, Sony Music and Blink TV, embarked on a marketing campaign throughout the X Factor Live Tour 2010 which took in 53 dates at arenas up and down the country. Working closely with our advertising sales and production teams, Sony Music put together a roster of artists looking to release new material during the tour, which ran from February through to April. The copy was changed at different stages of the tour to coincide with the release dates of various artists’ material. This flexible arrangement allowed Sony artists such as Lemar, Sade, Diana Vickers and Usher to reach a targeted demographic in a unique mindset.

More recently Blink TV has helped raise awareness of new product by some of Sony’s biggest names – like JLS, Cheryl Cole, Chris Brown and Alexandra Burke – by exploiting the big screens at major events across the country. These have included the X Factor Live tour and the Download Festival, as well as Capital’s Summertime and Jingle Bell Ball events in 2010 and 2011. Sony Music recognised that by working with Blink TV’s advertising, sales and production teams, it was able to reach its target markets in the perfect environment.