After attending Nelly’s Wadsyaname video shoot, the Marketing department used Panraven’s multimedia platform to create an authentic behind-the-scenes story combining photos, video, audio and text to promote Nelly’s new single and video shoot.
Nelly personally endorsed and approved the story, which was then promoted across the internet on Nelly’s website, his MySpace page, Universal Music’s home page, Nelly fan Facebook pages, and other blogs. Fans were asked to share the story with their friends, either directly within the widget or by embedding the story on their Facebook and MySpace profiles.
The net result was a huge spike in traffic and signups to Panraven, as well as a millions of media impressions. The fan with the most successful referrals to Panraven received an all-expense paid trip to a future Nelly video shoot as well as a collection of Nelly autographed merchandise.
Virgin & Capitol Records/
The Red Jumpsuit Apparatus Contest
Panraven Marketing created a story partially pre-populated with band and label content (images, video, soundtracks) to promote the hit single “Your Guardian Angel.”
From a landing page, the story was made available for fans to customize on the theme “Who’s Your Guardian Angel?” The contest was promoted across the social web and via email to targeted groups, including those on MySpace and Facebook.
The contest generated a host of traditional and blog coverage. The winners received a copy of their printed books signed by all band members, a Flip Video Camera, and other cool prizes.
References • Contest landing page
• Sample fan story below (be sure to have sound on)
