MICRO-VIDEO CONTENT FROM PERSONALITIES ACROSS VINE PROMOTES
LATEST U.S. VOLUME IN WORLD’S BEST-SELLING MULTI-ARTIST ALBUM SERIES
REDWOOD CITY, CA – December 15, 2014 – FullBottle and NOW That’s What I Call Music! recently partnered to promote the 52nd numbered volume in the U.S. series of the storied NOW franchise. NOW That’s What I Call Music! Vol. 52 debuted at #2 on the Billboard 200 and #3 on the Billboard Digital Albums music charts, selling more than 103,000 copies and exceeding first-week sales of the previous numbered NOW release. For its second week of release, NOW 52 continued to hold the #2 position on the Billboard 200.
The innovative campaign has ushered in a new strategy for NOW, working with influencers across Vine to promote NOW 52’s release. Reaching younger consumers across a fragmented media landscape is a challenge facing many of today’s marketers. Using FullBottle’s proprietary technology that scientifically matches advertisers with influencers, NOW was able to energize more than 9.4 million music fans with musically themed content.
More than 20 influencers created videos, ranging from six to 15 seconds in length, that were posted to the new “NOW That’s Music” Vine account. Influencers subsequently broadcasted the content to their loyal audiences, raising awareness of NOW 52’s release and driving more than 1,400 fans to follow the official “NOW That’s Music” Vine account.
This campaign marks the first time that NOW has teamed up with Viners to spread the message. Usage of Vine has exploded since its launch in January 2013. Every month, more than 100 million people watch Vines across the web and there are more than one billion loops every day.
Reed Berglund, FullBottle CEO & Co-Founder and Laura Rutherford, Vice President, Marketing and Operations for NOW That’s What I Call Music! made the announcement jointly today.
“As a passionate fan of music, I couldn’t have been more excited to see this campaign come to life. NOW needed to reach young adults that are fans of pop music. We were able to discover and activate the perfect set of influencers who delivered both the scale and authentic content that captivated a large audience. NOW effectively leveraged the content across their social platforms creating a 360-degree approach that contributed to NOW 52’s success. We were thrilled to collaborate on this program and we look forward to a lasting partnership,” stated Berglund.
“Consumers under the age of 25 continue to migrate away from traditional media and older social media hubs. To effectively promote NOW releases, we must reach this audience on new platforms in the most authentic manner possible. FullBottle is an ideal partner to help to amplify NOW’s message to millions of young adults. With one company, we’ve been able to produce, distribute and track the performance of authentic branded video creations,” said Rutherford.
FullBottle enables brands to find exactly the right influencers to create high performing social video campaigns.
Our technology uses machine learning algorithms to sift through vast amounts of social content to match just the right influencers and audiences to a particular campaign. Built by a team of data scientists, with a proven track record launching world-class vertical search and recommendation engines, the heart of our technology is a search application that discovers what topics are being discussed and why they’re relevant to a particular campaign.
Advertisers benefit by activating only the most qualified influencers based on data science; resulting in audience engagement metrics that outperform industry benchmarks.
Our clients include distinguished global brands such as Kraft, McDonald’s, Warner Bros., Kellogg’s, Lego, Macy’s, Hasbro, Nintendo and many more.
FullBottle is headquartered in the San Francisco Bay Area with offices in Miami, Santa Monica, New York, and Chicago.
About NOW That’s What I Call Music!
The world’s best-selling, multi-artist album series, NOW That’s What I Call Music! debuted in the U.S. in 1998, following 15 years of multi-platinum international success. The series has generated sales exceeding 250 million albums worldwide, including more than 94 million in the U.S. alone. Second only to The Beatles in chart history, 18 of NOW’s numbered editions have hit No. 1 on the Billboard 200 albums chart, and all 52 volumes released to date in NOW’s numeric U.S. series have reached Billboard’s Top 10.
The NOW That’s What I Call Music! series is a joint venture from Universal Music Group and Sony Music Entertainment. NOW and NOW That’s What I Call Music! are registered trademarks of Universal Music Group and its affiliates.