Best Engagemnt Campaign for Artists and labels
BMG’s Corey Taylor Mixtape campaign is a masterclass in how artists can execute a unique activation that is more than just a “sign up for our fan club” - while capturing data and pushing fans to physical retail stores.
the campaign
As part of a country-wide campaign for street level engagement around Corey Taylor’s #CMF2 release day, the team came up with the idea of launching a “limited edition” free mixtape for release. What they saw was an opportunity for earning data - specifically around die hard fans and their location.
The campaign prompted fans to fill in a Tradable Bits campaign with location fields, after which they were sent an email with instructions on where to find the closest record store carrying the free mixtape. Because the cassettes themselves were limited in quantity, any fan showing up after the inventory was gone got access to an exclusive experience - including never before heard content from the album - all reachable (and traceable) through a Tradable Bits QR Code. As part of their street-level engagement, the team also made sure that all selected record stores were stocked with Corey Taylor CDs and merch for purchase.
The result
With Tradable Bits, BMG was able to
Excite and engage Corey Taylor’s online fans
Drive fans to 15 indie record stores across 12 markets
Support BMG’s physical retail partners
Earn first & zero-party data on Corey Taylor’s highest intent fans.
congrats to the BMG team!
