HMV Games, Connect2Media and Defected Records team up for competition-based mobile marketing campaign

HMV Games, Connect2Media and Defected Records team up for competition-based mobile marketing campaign

HMV, Connect2Media and Defected Records this month announced a mobile-based multichannel campaign to promote the newly launched mobile version of Lumines, the popular puzzle game.

Using the Connect2Media relationship with legendary house music label Defected Records, HMV is offering prizes including a trip to Ibiza for two people with club tickets and music prizes. The campaign is running from 6 to 31 August 2010.

Capitalising on existing mobile campaign

The multichannel campaign will be the first large-scale promotion for the new hmvgames service launched in association with Orange earlier this year. The campaign will use a wide variety of marketing activity from HMV, Orange and Defected Records with different calls to action to engage with customers via mobile.

Retail point-of-sale (PoS) marketing promotion will be provided by HMV across its stores in the UK, while hmv.com will run banners on the homepage promoting the competition. Purehmv, the retailer's loyalty scheme, will promote the Ibiza competition prize to its 1.3 million members. Defected Records will promote the campaign via its website, social media presence and email subscribers. The campaign will also be backed by above-the-line marketing spend on press and mobile advertising, in addition to promotion on Orange World.

Mobile agency InfoMedia has worked with all parties on the creative and operational requirements for the campaign, in addition to delivering the game’s mobile functionality, and management of the mobile customer relationship management (CRM) strategy.

Stephen Hey, Connect2Media marketing manager, said: “By combining the gameplay of Lumines with the sounds of Defected’s ‘In the House’ series, we have created a really exciting product. This promotion with hmv and Infomedia means that we can get the game out into the world and in front of audiences who wouldn’t normally play games on mobile.”

Mobile key to capturing demographic

Kieran Mansfield, Defected Records marketing and business director, added: “Today’s generation of clubber pulls it all together on their phone – tunes, holidays, games and more. As one of the most recognised brands in dance music today, Defected is leading the way when it comes to taking house music mobile.”

Tim Ellis, HMV head of games, said: “We’re always looking for new and innovative ways to deliver great games content to our customers, and this promotion achieves that for us while further boosting our digital credentials.”

Michael Tomlins, managing director InfoMedia Services, said: “HMV is perfectly positioned to deliver multi-channel campaigns like this offer and ensure an incredibly strong return on investment for all parties. The tie-in of a music and gaming product via mobile is a perfect extension for HMV with brands like Lumines and Defected. As a leader in delivering mobile capabilities we expect this type of co-ordinated, integrated campaign to continue to grow in the UK.”