Jive Records and Britney Spears Use Social Campaign to Rocket to #1 in the Billboard Charts
Challenge to Crowd Factory:
To use social technology to spread the word as much as possible via social media and reward influencers.
Social Campaign Solution:
Visitors to Britney.com saw an offer to pre-order the album and share the offer with their friends. If fans got 10 or more of their friends to visit Britney.com, they got a 20% off promo code for the entire Britney catalog. (This differs from the Groupon model — in which a certain amount of people are required to take part and, if they do, everyone gets the discount.)
Results and Benefits of Social Campaign from Crowd Factory:
Jive Records chose Crowd Factory’s Social Campaign to launch the recent announcement of Britney Spears’ new album Femme Fatale. Using social media to spread the word, Crowd Factory created a campaign that enabled fans to share and post about the new album on Facebook and Twitter. After sharing with 10 friends, each fan could get a 20% discount on the album. In the first 3 days, Social Campaign delivered 31% of all traffic to Britney.com as a result of the social visits from fans sharing.
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Jive Records chose Crowd Factory’s Social Campaign to launch the recent announcement of Britney Spears’ new album Femme Fatale. Using social media to spread the word, Crowd Factory created a campaign that enabled fans to share and post about the new album on Facebook and Twitter. After sharing with 10 friends, each fan could get a 20% discount on the album. In the first 3 days, Social Campaign delivered 31% of all traffic to Britney.com as a result of the social visits from fans sharing.
“We’re always looking for new technologies to effectively socialize web campaigns. The Crowd Factory Social Campaign application is easy to use and has delivered fast and measurable results.” David Bell, VP Digital Marketing & Strategy for Jive Records This success story has Marketing Execs running back to the drawing board to look at how the release of any album would take place in the future. Ms. Spears’s personal life was broadcasted continuously in the year leading up to this album, yet with the right balance of online promotion and use of social media her record sales have never been better. During the first week of the album’s release Billboard reported that Britney Spears was set to debut at the top of the charts!
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