Sony Nashville wanted to drive fans to purchase Miranda Lambert’s fifth studio release, Platinum.
TEC Direct Media served up a proprietary mobile ad unit to do the job.
The unique ad unit features rotating banners with multiple ad messages and expands to video. Key buying tactics were used, including programmatic buying. TEC Direct Media also supported the release with highly targeted radio placements.
The country star earned her first No. 1 on the Billboard 200 with its debut selling 180,000 copies in the week ending June 8, according to Nielsen SoundScan. That sum is Lambert’s best sales week yet and the largest for an album from a female country artist since the week ending Dec. 30, 2012. That week, Taylor Swift’s “red” sold 241,000, nine weeks after it debuted at No. 1 with 1.2 million. Platinum also easily scored Lambert her fifth straight No. 1 debut on the Top Country Albums chart.