emusic running Netflix promotion
I have been a Netflix subscriber for some time now and I tend to notice the promotions that are printed on the inside flap of my envelopes whenever I receive my movies.
The most recent promotion to catch my eye was for emusic.com, a music subscription service that sells music in the unprotected MP3 format. The campaign certainly caught my attention - big, bold words stating 35 Free Downloads are hard to miss.
I believe that this is a smart campaign because people using Netflix are web-savvy by default and so the audience that they reach is relevant. More importantly, it has a clear call to action, can be easily tracked to determine return on investment (custom url for the campaign) and points out that their downloads work with ALL MP3 players.
More companies wanting to target web-savvy individuals should consider similar campaigns. The biggest benefit I see is that the subscriber is exposed to one brand and one promotion. Companies tend to spend so much money on advertising that is force them to be one voice among many and that is not as effective as being the only voice in the room. It is always nice to see relevant direct marketing in use.
What are your thoughts on using Netflix or other services to directly target potential customers?
Filed under: Marketing Trends, Music Marketing
[...] MidnightWatcher wrote an interesting post today onHere’s a quick excerptI believe that this is a smart campaign because people using Netflix are web-savvy by default and so the audience that they reach is relevant. More importantly, it has a clear call to action, can be easily tracked to determine return on … [...]
Well; I don’t think much of it. The 35 free download promotion caught my eye as well, so I decided to check out emusic. I went directly to their page, where I was informed that I got 50 free downloads for joining! 50. Huh. So I entered the additional ‘netflix10′ bit to the url and everything else on the page stayed the same; but the number of ‘free’ downloads dropped to 35! Thanks Netflix; you shouldn’t have.
I then removed the netflix portion of the url, but emusic remembered that I was a ‘web savvy netflix customer’, and insisted I was only entitled to 35 free songs. Once I deleted their cookies, it went back up to 50. Yeah: thanks but no thanks. Swindlers and loco.