Unique Mobile Creative Helps Deliver #1 Album

Goals:

Awareness. Streams. Sales.

Solution:

Sony Nashville wanted to drive fans to purchase Miranda Lambert’s fifth studio release, Platinum.  TEC Direct Media delivered several unique mobile ad units to target, excite and connect with fans.

The unique ad units featured rotating banners with multiple ad messages with the ability to expand with video.  Key buying tactics were used, including programmatic buying.  TEC Direct Media also supported the release with highly targeted radio placements.

Results:

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 MRC Data (formerly 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.

Source: Billboard.com

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