The band Smashing Pumpkins decided to engage their fans through a visual social media marketing campaign.
The campaign was designed to draw in fans by asking various questions about the songs the band was about to release. The fans were asked to design visual representations or texts interpreting various titles.
The social media campaign, titled “Imagine Oceania”, was part of a promotion for the band’s new album “Oceania”. The challenge was initially posted through the photography blog JPGMAG.com and selected artists would have their artwork turned into limited edition posters signed by the band’s lead Billy Corgan, as well as the rest of the Smashing Pumpkins.
The visual social media campaign was designed to crowd source marketing by asking fans to participate, engage and share on social networks and the band would also reward the artists (their fans) by sharing their work on the band’s Facebook page which provides an audience of nearly 2.5 million fans.
So how can you make this strategy work for you?
#1. Target Tech Savvy Fans
The band targeted a digitally savvy audience. By posting the challenge on a photography blog, users who are already familiar with digital technology and art will be enticed into competing. Artists who are Smashing Pumpkins fans will want to participate for a chance to be recognized by the band they adore as well.
Below is the Smashing Pumpkins Fan’s images on Facebook for the Imagine Oceania Competition.
The key here is targeted marketing. Smashing Pumpkins knows a huge group of their audience are young, smart, and tech-savvy. So they built a communication channel specific for this group. Who are your customers? Can you create specific ways to engage them that takes advantage of their particular skills and likes?
#2. Offer Low Cost Prizes with High Returns
The prizes are valuable but not costly. Fans can have their art printed on demand and signed by the band. This will not cost very much for the band, but fans will appreciate the gesture. Additionally, the recognition received by some of the artists might eventually translate into actual work. There are positive incentives for fans to participate.
You may need to invest heavily in a prize, but don’t make your audience invest heavily. Keep it simple
- Have them sign up with an email address and some
- Provide basic demographic information.
- Ask for a survey response to be entered.
#3. Drive Engagement and Sharing
The campaign was designed to drive engagement and sharing. Fans are engaged by competing, and various blogs and sites across the net publicized the band’s challenge, for free! This is free advertising for the band. Advertising is also being generated by word of mouth. This is the best type of