Monday, 16 August 2010

SWIFTCOVER SUMMER ROCKS CAMPAIGN

From the Steak UK Blog: Steakdigital.co.uk/blog

List voted by music lovers through social media app

The campaign from swiftcover.com, the pioneer in online insurance, offered music lovers the chance to create this “Summer’s Hottest Playlist” in collaboration with Absolute Radio. Building on their ‘Get a Life’ campaign, swiftcover.com extended the campaign theme to encourage users to ‘get a life’ this summer by voting for the summer’s hottest tracks. The campaign devised by Steak, used Facebook as the main hub, hosting an easy-to-use voting application.

A master playlist of 75 tracks was selected by popular Absolute Radio DJs: Christian O’Connell, Geoff Lloyd and Ben Jones. Spotify and Absolute Radio listeners were prompted by the DJs to visit the Swiftcover Facebook page and voted daily for two weeks via the “sucks” or “rocks” buttons beside the track. This saw the music tracks physically rising and falling, depending on popularity, on the Facebook “chart”.

swiftcover

The final playlist hosted is hosted by Spotify on 22 June through the summer; with Facebook fans, Absolute Radio and Spotify listeners being notified that the winning list can be downloaded and played all summer long.

The idea was conceived by Steak, who is handling the social media and online display campaign. Audio and display ads including billboards and takeover pages, will appear on Spotify, Absolute Radio and Facebook linking through to swiftcover.com’s Facebook page. The Facebook app songs then link back to Spotify, which enables visitors to the site to listen to the tracks they’re voting for; and there is an opportunity to win a Spotify premium account for a year.

Tina Shortle, Marketing Director says, “This is a perfect campaign for the summer – sitting in the park in the sunshine listening to music that you’ve voted for – it epitomises our ‘Get a Life’ campaign. We’re excited that social media was at the heart of this campaign. Absolute Radio, Facebook and Spotify are the perfect partners for music lovers to create this ‘Summer’s Hottest Playlist’”.

John Barton, Head of Planning and Social Media at Steak says “We wanted to demonstrate how we can effectively integrate social media into our existing through the line digital strategy. This campaign is ultimately about building and fostering relationships between swiftcover.com and their audience in social channels that they’re comfortable with by adding value rather than selling. Music and summer festivals are effective passion point or the swiftcover.com
demographic and form the basis of our content strategy. We are excited and fortunate to work with brands like swiftcover.com who continue to lead the way in digital marketing within the insurance vertical sector”.

Kate Hussey, Head of Display at Steak says “We are excited about enhancing the current Absolute Radio partnership for swiftcover.com along with introducing another key strategic partner, Spotify, as a main driver of our audience. We believe that this campaign has the ability to kick off a summer full of ‘Getting a Life’”.