The Beach Boys “Pet Sounds 50th Anniversary” Album


Objective:
•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.

 

Timing:
• 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 www.petsounds50thsweeps.com 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