Credit check
From: Marketing
Feb 8, 16:26 by Giles Fitzgerald
Read the small print
What?
Capitol Records band Saosin are offering their fans the chance to become a part of their next album release. The Come Close To Saosin Contest will enable a fan to have their name included in the credits of the booklet in the forthcoming Saosin Live DVD/CD, simply by sending a text. Capitol Records has partnered with Mozes, a mobile marketing company, to provide fans with “unique and memorable experiences using the mobile phone, “ said Zack Beatty, Senior Director, Digital Strategy, Capitol Records.
The band aims to include as many fans in the credits as space permits. Fans can attempt to secure a place by texting in their first and last name to a dedicated number.
So what?
In a digital age where album art is becoming increasingly sidelined, this campaign seems somewhat out of time. The once essential liner notes have all but gone these days, and any valuable editorial content now has a web-based home. Just how getting your name embedded in a DVD/CD’s small print creates a “unique and memorable experience” is beyond us. As a mobile data gathering exercise this one offers little reward to the end user.
“We’ve had ambient marketing – now we have somnambulant marketing. You ‘ll need a microscope to see your name on the credits and no one else will read them anyway – so where’s the benefit? Maybe they could do a ‘fan of the week’ section on their website instead of this tawdry Rip Van Winkle affair.”
Eamonn Forde, Editor, Five Eight
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