Avicii Entertainment mobile messaging drive sales

Avicii: Drive album sales

Objective

To drive iTunes downloads of Avicii’s new single.

Strategy

Weve sent a text message targeted at dance music fans ages 16-34 years old at 8am on the weekend to act as a wakeup call. A picture message was delivered which directed consumers to iTunes where they could download the single.

Results

9.7% CTR

4.5 times the music sector benchmark.

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