Creative Director - Multimedia
In celebration of it's 20 Millionth subscriber, SiriusXM partnered with Paul McCartney and the Apollo theatre to deliver a once-in-a-lifetime event to it's current subscribers. McCartney would play what would be his first ever concert at the historic venue. Subscribers would have the opportunity to enter a sweeps for the chance to attend, with grand prize winners receiving autographed items and exclusive access during the show.
This campaign would be largely awareness driven and would start a trend with the company that saw them prioritize added value to existing subs over acquisition of prospects. The approach would work, as churn (especially in the crucial 4th quarter) would see significant drop YOY. Important personal preferences and user listener insight was gleamed from the entires: entrants were asked to fill out a survey of sorts along with their entry. This information was critical in the company's understanding of their listeners and allowed for better direct marketing to them in subsequent campaigns.
The relationship building with McCartney would help pave the way for the eventual birth of the groundbreaking "Beatles Channel". The partnership with the Apollo would see it go on to host many of the company's signature subscriber events, including first ever performances from James Taylor, Pit Bull, Metallica, and Bruce Springsteen.
Media was prioritized online, featuring a promo for roadblock and pre-roll buys on high visibility entertainment sites (EW, Rolling Stone, CNN) and for social. The piece would leverage archival footage from McCartney as well as an in-studio interview conducted for the event. In addition to promoting the sweeps, the piece would highlight a special release of McCartney's seminal album "Band on the Run".
Print was also purchased to supplement the online, with full page ads run in several major market newspapers inclduing The LA Times, NY Times, Chicago Times, and Washington Post.
A critical part of the campaign centered around the placement of disruptive entry gateways for the sweeps, notably on the SiriusXM website. Users were presented with mini takeovers on different, relevant parts of the site ensuring maximum visibility and, in-turn, maximum entries.
