Classical music website in mobile Proms campaign

by Daniel Farey-Jones, Brand Republic 21-Jul-08, 12:00

LONDON - Classical music download website Classical.com is using Bluetooth marketing at the Royal Albert Hall during The Proms season.

Concertgoers entering the hall with their Bluetooth reception on will receive a viral mobile film, which includes a link to access a free download from each night's concert via a computer.

Classical.com has shifted its marketing spend away from banner ads, email and search marketing to proximity-focused mobile and viral work.

Roger Press, founder of Classical.com, said: "It's more than just a giveaway. Our retail experience with background information about the music and composers is of the best, making us the number one place to sample, buy and enjoy music recordings.

"So why not reward our fans and introduce others to this work."

The creative and technical work for the Proms campaign was handled by Charlie Salem.