Amazon Music

–
The challenge

Amazon Music created a holiday playlist exclusively for Prime members featuring Christmas tunes from bands like Yoko Ono and the Flaming Lips. But how do you get people’s ears during the noisiest (and most expensive) season of the year?

The approach

Leverage a creative contest, savvy media buys, and the artists’ voices to cut through the noise and generate buzz on a budget.

–

Create. Vote. Listen.

CROWN designed and developed a socially integrated microsite that encouraged fans to design the artwork for their favorite artist’s song on the playlist. The covers were then made available for the public to vote on, with the winning covers being featured as official artwork for the playlist as well as posted on as the cover photo for each artists social profile during the holiday season.

–

Joy to the world.

With broadcast inventory fetching its usual holiday premium, we got scrappy and leveraged Prime Video pre-roll, on-site ads, and, of course, organic social to create massive awareness for the contest.

–

Ultimate influencers.

With extremely limited paid budget, we supercharged this campaign by leveraging the artists themselves as the ultimate influencers. Each artist was given a campaign guidebook and assets custom-tailored to their tone and voice for an authentic boost of holiday cheer from bonafide megastars. Small spend. Big numbers.

–

Small Spend. Big numbers.

With minimal media spend, the campaign ended up generating more than 750 artist posts, 50K page views, and 12K playlist downloads. How’s that for a happy Christmas?