Problem
Yves Klein Blue are an indie/rock band who in June were about to release a new album Ragged and Ecstatic. With the release of the new album it was hoped that it would become a Top 40 selling album.
Strategy
To captalise on the growing success YKB were having with Twitter we decided to leverage one of the recent innovations through Twitter which was a Twitter application which allowed someone to download an mp3 when they tweeted a unique code for, this had been used by TRVS-DJAM weeks earlier.
We proposed that Yves Klein Blue would allow people to download one of their songs and go in the running for VIP tickets to Splendour in the Grass if they tweeted a specific code.
Implementation
We used Culture Jam who built the original TRVS-DJAM application to build the site/app for us. For launch, we went out to Yves Klein Blue existing social network and communicated the offer.
TRV$DJAM Twitter Promotion Screencast from Culture Jam on Vimeo.
We then went out to a number of influential music tweeters/bloggers and made them aware of the offer.
Results
We were hoping for 1,200 downloads of the song (estimated that of their current social network that 15% would tweet the offer and they would influence one person in their twitter following to do the same).
We ended up falling significantly short of this target with only 432 downloads of the track.
The silver lining was that we were able to double the size of YKB Twitter following in two weeks, they went from followers 487 to 1,017 in three weeks. It took 5 months to get their first 487 followers.
Learnings
I really think that you learn more from the campaigns that do not match your expectations than the ones that do.
Size of Twitter in Australia
Twitter is really really small in Australia. Twitter has 250,000 active Australian users. That is nothing! That is 3.5% of the size of Facebook. When you are trying to find a niche of fans, it probably would have been better to not make it even harder for ourselves by launching on a niche platform.
Locking in influentials
Locking in relevant influential Tweeters (music+following) prior to
launch is essential
Easier site navigation
We got 1,700 visitors to the site and only 432 followers. The drop between visitors and downloaders indicates that the bulk of users did not have twitter accounts or couldn’t be bothered to follow the steps
Mix of earned and paid media
We can’t rely on publicity to drive traffic to an application, since doing this venture with YKB we realized that it requires a mix of earned and paid media for an idea to kick off in the social media environment.
Comparing the Australian and US audiences
Be cautious when making comparisons between the US and Australia. Travis Barker and DJ-AM at the time had a substantial following, YKB did not.
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