Sony BMG in viral push for album

by Sarah Robertson, Marketing 25-Oct-06, 08:00

LONDON - Sony BMG is launching a major viral email campaign to launch an album by Grammy-winning singer-songwriter John Legend.

The record label will send more than 100,000 emails to its database of Legend fans, asking them to visit the site www.meetjohnlegend.com. There they will find a video message from the artist that they can personalise and send to a friend.

The label will promote the site through online ads and Legend's MySpace page, interactive TV and direct marketing activity.

The drive is part of a broader campaign to promote Once Again, Legend's second album. Sony BMG is recruiting 'fan advocates' to launch a word-of-mouth campaign for the album. It will also consult them on single releases from the album, the first of which will be the track Save Room.

Legend, who has been nominated for eight Grammies and won three, sold 2.6m copies of his debut album, 'Get Lifted'.

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