Wind Up Entertainment
Case Study: Wind Up Entertainment – Strata
Client: Wind Up Entertainment
Media Used: Internet
Objective:
The goal was to drive awareness for Strata’s new album release through an animated music video featuring a single from the upcoming album. From this video people would be directed to a website where they could access important album release date information, a tour calendar, concert pictures, and band news and blogs.
The Challenge:
As a relatively new alt-rock band, Strata’s video had to stand out in an uncluttered environment, and also live in a place where people go specifically to watch video content. Equally important as an emerging artist, they needed to be aligned with a highly trafficked and respected online destination for adults within their target audience. Because the goal was to gain exposure for the band through video, the website we chose had to have an audience with frequent online usage (at least once daily) and over-index in broadband access.
The Solution:
We secured Homepage and targeted placements on eBaum’s World, a website known for its video content and one that’s very popular amongst adults 18-24. This site’s audience also displays high online usage and access to high speed connections. The video played automatically within a 300 x 250 polite rectangle unit, so there was no need to click to play or a slow down in page load as a result of running the video. The :30 second video allowed people to stop/start it at any point as well as rewind or mute the volume. The static banner had release date information on it, so in case a user did not have the ability to watch rich media, they would still know when the new album was available, and could even click-through to the band’s website.
The Results:
The campaign was very successful overall, and showed that 48% of viewers watched the entire video, significantly higher than entertainment category benchmark 38%. Additionally there was a 1% CTR reported on the non-rich media banner, indicating that people who did not have the ability to watch video on their computer still clicked on the banner to get more information about the band.