Background
Apple wanted to talk with the festival going community and encourage them to interact with iTunes. We were briefed to produce a piece which would be handed out at 9 European Festivals.
Objectives
1. To educate and/or remind people how easy it is to download music and use the iTunes store
2. To promote the iTunes gift card through sampling
3. To produce copy which could be easily translated
4. To keep the Apple/iTunes branding to a minimum as they weren’t officially linked with the festivals
Solution
We designed and produced a brochure which we called the ‘Insider Guide’. Whilst it led on information about each festival and the performing bands, it also described how to download and use iTunes. As a way to encourage trial of iTunes, we introduced a free gift card as part of the brochure. It gave those who redeemed the gift card the opportunity to download 5 free iTunes.
Results
The Insider Guide was distributed to 1.8 million people across 9 festivals. Results show that an average of 2.8 million songs were redeemed.
