swiftcover.com: 'Summer's hottest
playlist'
As part of its ongoing strategy of maintaining regular
awareness and interest in a category/brand that is purchased once a
year, swiftcover.com, a leading pioneer in online insurance, sought
to engage with its music-loving audience through a fun, summer,
online campaign.
Using social media as the main hub for the idea, STEAK's
campaign tapped into the music festival passion by developing
a Facebook app and an interactive competitive challenge to
social media fans to devise the "Summer's Hottest
Playlist".
Popular Absolute Radio DJs Christian O'Connell, Geoff
Lloyd and Ben Jones provided a master list of 75 tracks; links
to Spotify provided the audience with an easy way to hear the
tracks, as well as the chance to win a Spotify premium account
for a year.
The iconic singer Iggy Pop, the face
of swiftcover.com's above the line advertising campaign 'Get a
Life', helped with the tone of voice. Iggy was used in the
display ads and on the Facebook page he gave voters the
options to either vote "Sucks" or "Rocks" as they nominated
their favourite tracks.
The winning top tracks were revealed
to Facebook fans of swiftcover.com in June, and the
playlist is available to download from Spotify throughout the
summer.
swiftcover.com increased its Facebook fans by 280% in
a two-week period, and 22,000 people voted for this Summer's
Hottest Playlist.
