When it comes to Internet marketing, music labels such s Sony are usually at the forefront of developments, pioneering new marketing techniques and creating viral campaigns that attract hundreds of thousands of viewers. When you combine that with the name Michael Jackson, you can expect viral marketing to take on a whole new form, and that’s just what Sony has done with the websites promoting the theatrical release of the ‘This Is It’ concert that never was.
One of the websites for the concert features a mosaic of Michael in one of his famous dance poses where fans can upload their own photographs to become part of that mosaic. The finished mosaic, which will presumably contain hundreds of thousands of fan photos, can be viewed on the website on October 22nd, before the release of ‘This Is It’ in cinemas. Until then you can upload your own photos to be a part of it.
As part of the promotion for this website, the mosaic website is promoted on Michael Jackson’s official Facebook page, which has over 10,000,000 fans!
This translates into the below image, or advert (if you’re sceptical) appearing on the mini feeds for all ten million of those fans, making them aware of the website for the mosaic.
As well as Facebook, the mosaic site is also promoted on Twitter, MySpace and more, showing just how in touch Sony is with modern marketing methods and how they have harnessed the power of the Internet to reach a fan base they could never had reached even five years ago.
Are you using the Internet this successfully?