• Introduction• Bart Engel• Commercial Director Universal Music Nederland

• Universal Music • Major record label

• Universal Music en social media advertising• In search of integration in the social experience• Introducing artistes (easy, fast and cheap • Hyping artists isn’t the way to go

Universal Music

• Online gaming community• Dutch girls

• Games / forum boards• (RPG) their own world

• Avatar• Shopping centre• From beginner to supermodel

Wat is het?

Fun

Friends

Trends online ID

Interaction

Communication!!!

• Target audience, woman, 10-16 years• More than 1 million profiles• 521.505 UV’s Q1 2008• 250.000 UV’s each 30 days• 80 million page views each month • Avg. time on site 21,52 min.• 35% market share

Some figures

insights target audience• 680.000 girls in the Netherlands in the age of 10 till 16 years• 14 hours online every week• 4 out of 6 most important internet tools for the youth are

social (msn, mail, social games and network sites)• UGE social network online• Target group loves to create and publish stuff online– Social identity

Insights target audience

Business model

Micro Payments

ParentsSubscriptions

Advertising

Not like this!Brand confrontation

CaseIntroduction

Jonas BrothersDaan Sip

Who are the Jonas Brothers?• The Jonas Brothers is an American pop rock band • 3 brothers Kevin, Nick and Joe Jonas• Unknown band / Sales history = 0• Radio support• TV series Jetix• International a-synchronous• Target audience active on p2p networks• No “klemrijdertje”

de Jonas Brothers before

Measuring the results

poll 1 (before campaign)• 80% of the users never heard of the Jonas Brothers• 20% heard of them “somewhere”

Poll 2 (before campaign)• 4,6% of the users thought the Jonas

Brothers were cool artists(Rihanna 39% and A. lavigne 56,5%)

Stragety

Strategy• Use their HUGE social network (see next video)• Let them spread the message

The Jonas Brothers made a video message for the girls of goSupermodel in which they introduced themselves

They asked the girls of goSupermodel todo the same

Concept

YouTube channel Online place to meet&greet the Jonas Brothers

Campagne-elements

Two video messages of Jonas brothers Published YouTube channel

Campagne-elements

Jonas Brothers profile on goSupermodel.nl more than 21.480 visits

Campagne-elements

74 uploaded moviesmore than 137.196 views in total

?

Campagne results

Campagne results

Totall amount moments of contact between Jonas Brothers and girls of goSupermodel:

222.806Banner viewsLeaderboard: 4.073.198Skyscraper: 3.205.768

Poll 1 (after campaign)• 59% of the users told us they knew the Jonas Brothers

Very well (before 20%)

Poll 2 (after campaign)• 10% of the users told us the

Jonas Brothers are the coolest artists ever (before 4,6%)

Measuring the results

Learnings:• Girls love to great stuff online (=Social status)• Honest communication is the way to go• YouTube and creating movies is fun, judging other movies

even more• Target group has a UGE social network (MSN, Hyves, gSm)• The rule, “get views on your movie”, made the campaign

viral (in a forced way)• If a band has no reputation, it is difficult to let users invest

time in a campaign (=making a movie)

Learnings

Where do the Jonas brothers stand NO?• Increase in popularity and reputation• Members Hyves 7000 (to compare Tokio Hotel 8000)• Target album 2: 20.000• Album sales to date: 4000• Upcoming release album 3 release

USA, combined with merchandise

The Jonas Brothers NOW