Just what I always wanted

You get what you give

Universal Music Enterprises (UMe) is to embark on its “Don’t Disappoint Them, Give Them Music” promotion in the run up to the holiday season (including Black Friday and Cyber Monday).The promotion aims to sway credit crunch shoppers away from bad gift choices by focusing in on the difference between ‘bargain’ presents (music) and cheap presents (fruitcake, underwear, tie, socks or sweaters). Albums on Amazon.com will be available for less than $10 each or three for $25 for the duration of the promotion. “Music, like the best gift-giving, is personal,” states UMe.The joint campaign with Amazon will also highlight a ‘worst gifts’ page where visitors can upload photos of truly awful gifts, vote on the worst of the worst, and win shopping vouchers and a $1,000 grand prize.

So what?: Nothing quite says I love you more than a piece of digital code. The rise of digital music sales, and illegal downloading, may have seemingly dispensed with shiny bits of plastic in the minds of consumers. However, come Christmas time (and Mother’s Day for that matter) musical gifts really need to be tangible. With shoppers needing to stretch their dollar as far as it can physically go due to the current economic climate, this campaign offers a fun and interactive way to get value for money. These consumers are also incredibly time poor and buying physical products as quickly and easily as possible, without delivery charges, is another big draw.

“Cute idea for a category campaign from Universal’s catalogue arm. Arguably, though, by the time shoppers arrive at Amazon they have already decided against a cheap and thoughtless gift, so the success will depend on whether and where this is being promoted beyond the online store.”
Alexandra Johnson, Music Marketing Manager, MTVNE

www.worstgiftgame.com