Lovefilm moves into music advertising

by Ann-Marie Corvin, Media Week 13-Jun-08, 16:05

LONDON - Online dvd rental site Lovefilm.com has linked up with record label Universal Island Records to promote the Fratellis' new album Here We Stand and Portishead's new release Third.

The deal, which marks Lovefilm's first entry into music marketing, sees both album releases receive a combined run of 100,000 branded envelopes distributed via rental titles in the post.

The bespoke campaign sees both titles receive online advertising to Lovefilm's customer base of more than 600,000 subscribers across the site through online display advertising. The Fratellis ad provides a direct link to buy the album, with Portishead banners linking through to the Bristol-based band's website.

The deal was handled in-house by the Lovefilm team, headed by advertising sales manager Mia Appelbrink. She said: "There's such a close affinity between music and film; Lovefilm branded envelopes are the perfect opportunity for record labels to target entertainment focussed households."