The Beach Boys “Pet Sounds 50th Anniversary” Album

•Work with Universal Music Enterprises to create an independent record store and radio promotion that encourages consumers to purchase the Beach Boys Pet Sounds 50th Anniversary album .
•Drive album sales and boost partner product sales
• Create a brand partnership with Audio Technica to provide high end prizing for the sweepstakes campaign.


• June 9th – July 1st, 2016 (three weeks)
How it Worked:
• Three week retail and on-air radio promotion: June 9th- July 1st, 2016
• Promotion ran in 18 radio markets and 50 independent record stores
• Radio stations provided on-air mentions
• Independent record stores featured signage (postcards and posters) referencing the project and prizing partners
• All participants were directed to sign up online at and complete sweepstakes rules
• participants could only enter on weekdays, and only one entry per day was accepted


National Grand Prize:
• One trip for two to Los Angeles, CA
• An Audio-Technica turntable (provided by Audio-Technica)
• The 2-CD deluxe Pet Sounds set (provided by Universal Music Group)
• Audiophile-quality headphones (provided by Audio-Technica)
• Total Value: $2,700

Runner- Up Prizing:
• Eighteen (18) AUDIO-TECHNICA turntables (provided by Audio-Technica)
• Eighteen (18) copies of Pet Sounds 50th Anniversary (provided by Universal)
• Total Value: $5,400

Total Promotional Value: $177,850
On-air radio value: $169,750
Prizing value: $8,100
Total Impressions: 6,081,788
In-store IMP’s: 1,440,000
Radio IMP’s: 4,641,788