The internet has changed the ways that brands can interact and engage with audiences, brands that understand consumers no longer operate in a one way world, they not leverage tools to create a dialogue with consumers. When Old Dutch Foods was looking for a new way to deliver its message to consumers it enlisted the help of Hip Digital Media, Inc. and Sony Music Entertainment Canada Inc. to create a Experiential Music Promotion for the snack food manufacturer.
As part of the campaign, nearly eight million PIN codes have been activated, and once redeemed are good for one free digital music download from a selection of Sony Music songs.
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Customers also have a chance to win a free digital music download at Old Dutch’s custom branded store.
In order to craft a promotion of this scale LPi Group, Old Dutch’s agency of record, called on Hip Digital to deliver not only the fulfillment for the promotion, but also the technology for the digital music platform. “Hip came back to us with the Sony Music library,” stated Erin Gunther, account director at LPi Group. “Since we are primarily targeting males between the ages of thirteen and 25, the opportunity to showcase the Sony Music artists that appeal to this group was a big plus.”
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