Wonka-Style 'Purple Ticket' Pushes Prince Album Sales
Media and internet savvy... Here's a campaign that shows awareness of how promotion can circumvent piracy. Well done"
PROMO "To promote the artist's latest CD, Universal will hide 14 purple tickets in 3121 CDs—seven in the U.S. and seven internationally—due out March 21. Fans who find a purple ticket can attend a private performance at Prince's Los Angeles house, dubbed An Evening With Prince.
"In addition, consumers can enter to win seven digital tickets to the exclusive performance through Apple's iTunes online music store. Fans who download the two-track e-single Black Sweat from iTunes, which contains Black Sweat by Prince and Beautiful Loved and Blessed by Tamar, will be entered into the An Evening With Prince sweepstakes. The sweepstakes is open to consumers 18 and older and runs through March 21. Online materials support. West Coast Marketing, Calabasas, CA handles.
"Universal's Purple Ticket campaign mimics the fictitious actions of Willy Wonka in the film Charlie and the Chocolate Factory, where children found golden tickets in chocolate bars to win a tour of a chocolate factory. Universal Records is a division of Universal Music Group.
"In total, Universal Records will give away 21 tickets to winners and a guest for an exclusive Prince performance. The company has designated groups of seven winners to coincide with the name of Prince's album 3121 (add up the numbers and you get seven), Bill Richards senior director of marketing, Universal Records, said yesterday."
2 Comments on "Wonka-Style 'Purple Ticket' Pushes Prince Album Sales":
Ah - its just like the beer glass in the two-four promo, the only difference is the exclusivity of the prize. The Old Order Music Distribution Network (hereinafter called TOOMDN) is still trying to foist physical CD's on the world and Apple's itunes is not only a rip-off (c'mon, $12 for 12 tunes is the price you pay for a CD, but you don't even get a booklet) but tries to lock everybody into a proprietory system . f you want to see innovation in music distribution, check out www.mariaschneider.com and she's hot! (well prince is hot in his own way but...)
Black Sweat my foot. I saw Prince live last year and he never broke a sweat. He may be the best musician to come along in the last thirty years -- in terms of raw talent, anyway.
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