Reward Ceremony

Mika offers brand loyalty

Island Records Group and Casablanca Records are teaming up on a unique reward based online venture in support of Mika’s upcoming album. Mika is launching a loyalty scheme via his website which will enable fans to earn points that can then be traded for rewards. Points are awarded for creating a profile, uploading content, adding comments and buying products. Points can be used to acquire free music, video downloads, screen-savers and even a private acoustic gig from the artist.

“For over 3 years Island have been developing innovative community solutions for our artist sites. Now we are taking it to the next level with the fantastic platform Push Entertainment has developed for Mika’s Magic Numbers,” said Glenn Cooper Head of Digital, Island Records Group. “We are rewarding Mika’s fans for interacting on all levels by bringing them closer to the artist.”

Points can be accrued via CD, DVD and iTunes music purchases, plus selected official merchandise and ticket purchases will contain a Magic Number which can be redeemed for points. In addition a selection of “special events” will randomly appear in the Mika calendar –such as ‘Double Points’ purchases and ‘Bonus Points’ activities.

Island highlights that the concept has been designed to integrate “seamlessly into external Brand Sponsorship deals” – which would imply that they are eager to find sponsors for the initiative.

Mika’s second album ‘We Are Golden’ is released on 21st September.

So what?: This campaign takes its cue from the loyalty card model as depicted by the Nectar reward card system – which recently launched the Nectar Music Store offering up free music downloads in return for acquiring points whilst shopping. It also served up exclusive competitions and content from the likes of Dido and Alesha Dixon. This campaign ticks many of those same boxes, but makes it artist specific. It’s good to see a label providing a strong incentivised platform for fans to interact with the artist. Rather than a short term hit of free content, or a one off gimmick gig, this campaign aims for the long-term, building momentum and requiring fans to return again and again in order to catch limited offers. It also builds on the notion of working to acquire music which activates ‘value’ receptors in consumer’s brains – something they are missing from a simple P2P music grab. Getting the best from this platform means putting effort in, and effort translates easily into engagement. Although less altruistic than say Orange’s Rock Corps campaign it harnesses the same principles of fan involvement. Furthermore it creates a platform that can easily be harnessed by brand sponsors with minimum effort, working across a variety of mediums – online, mobile and live.

“This is a great example of a label really nurturing a fan base and giving them genuine reasons to interact with each other and with the artist. In an age where the value of recorded music is hard to guarantee, a platform that rewards fans with richer content and money can’t buy rewards is bound to have cut through”
Dom Hodge, Director of Planning, FRUKT

www.mikasounds.com