Client: Sony BMG
To strategically target the world of social networks such as Facebook,
Zomba approached SplashCast to leverage its video application platform
for their artists, including pop-stars Justin Timberlake and Chris
Brown. These initial SplashCast applications were huge successes,
virally spreading within the Facebook community and across to MySpace.
In less than one month, the Chris Brown SplashCast application had
been installed on over 40,000 individual users’ pages. In
the following months, the application was then imbedded in over
75,000 unique web pages. The Justin Timberlake distribution numbers
mirrored these same results. Zomba suddenly had a direct line of
communication to hundreds of thousands of fans and their friends.
Word of these initial successes started to spread throughout
Sony BMG’s groups of labels and within 6 weeks, Columbia
Records, RCA, Sony Legacy, and Epic Records were all deploying
SplashCast applications in Facebook and MySpace for their artists.
In two months, SplashCast had created over 25 artist applications,
including Britney, Alicia Keys, Bob Dylan, and Bruce Springsteen.
Beyond pure promotion, Sony BMG has been particularly interested
in leveraging SplashCast to generate new revenue streams through
rich media advertising. With the traffic that Sony’s SplashCast
applications are currently receiving, introducing advertising
into the applications could generate tens of millions of dollars
annually.
SplashCast has enabled Sony BMG to reach, engage, and communicate
directly with their target consumers like no other marketing service
had been done before. Looking to the future, SplashCast will enable
Sony to earn significant new revenue by monetizing their content
within these networks.
"When Facebook launched their developer platform, we started
looking for a quick, turn-key strategy in order to establish a
major presence on user profiles. SplashCast made it simple for
us. The technology was already developed and easy to incorporate.
The features of the SplashCast player make it extremely interactive
for the fans of our artists. After seeing success on Facebook,
we embedded our artist SplashCast players on the artist's MySpace
profiles, which allows for chatting between fans on both social
networks."
David Bell, Director of Digital Marketing at Zomba Label
Group, a division of Sony BMG |