Nokia Music has teamed with Cher Lloyd for an extensive social media promotion, dubbed #CherLLoyalty, through which fans can win tickets and meet-and-greets to the singer’s concerts from May 30 to June 2. The daily tweet-to-reveal program will leverage Lloyd’s social media following of nearly 10 million fans and the hashtags #CherLloyalty #Entry to reveal the location of the specific AT&T store where the first five fans to arrive can pick up a pair of tickets to Lloyd’s show that night. A branded microsite, www.cherlloyalty.com, will provide additional information for fans including a digital clock counting down to the next tweet-to-reveal opportunity.
The deal was brokered by MAC Presents.
The Cher Lloyd promotion is the latest in a series of artist partnerships for Nokia Music, having debuted in the U.S. last fall with an intimate concert for Green Day’s “Uno!” album release. That promotion garnered over 165 million impressions and 179,000 social actions, earning nominations for MIDEM’s Best Use of Music/Partnership With An Artist in a Marketing Campaign, The Shorty Awards’ Best Use of Social Media for Music and the American Business Awards’ Small-budget Marketing Campaign of the Year awards along the way.
Another New York City event followed earlier this month when Ed Sheeran played a private show at Lower East Side club The Box in support of the new Nokia Lumia 928 phone.
Anthony Montenegro, Nokia Music’s head of Americas, said Nokia was looking for “a family friendly and social” artist whose performance style could best showcase the device, which features a high-definition, low-light camera that lends itself well to shooting concerts. Seventeen Lumia 928 devices helped film Sheeran¹s performance of "Lego House," footage of which was then re-edited into a super-cut clip posted on Nokia¹s YouTube channel. Fans were also equipped with their own device and encouraged to upload their own clips. Nokia Music is currently available on Nokia devices for T-Mobile, AT&T and Verizon, and recently launched a premium service, Nokia Music Plus, for $3.99 a month.
Nokia is a modest spender in the smartphone category and faces intense competition from Samsung which is staffing up its entertainment division following its 2012 acquisition of MSpot, and has beefed up its sponsorship presence at key events like South by Southwest, The Grammys and this month's Billboard Music Awards. It's also become a powerful presence in private events over the past year, enlisting big names like Kanye West, Skrillex and just last month, Bruno Mars for private events tied to Galaxy device launches. Verizon is also amping up its music marketing efforts but with a Latino focus, hiring Jennifer Lopez as the face and equity partner of a new product, Viva Movil, last week. Google's music and entertainment service, Google Play, is expected to continue its sponsorship of key summer festivals this year as well.