MTV Games—The Summer of the Beatles

Objective

MTV Games Rock Band was in search of the perfect partner to promote the new pricing structure for The Beatles Rock Band game.

Solution

The CBS Interactive Music Group brought mass reach to the table by combining world-class radio station brands, the powerful reach of the CBS RADIO Streaming Network, and the global audience of Last.fm.

Dubbed “The Summer of the Beatles,”  all communication led users to a CBS IMG created destination hub where they could enter to win amazing Beatles-themed prizes. Once entered into the sweepstakes, users were given the option to further engage with the Beatles Rock Band brand by testing their Beatles IQ or listening to Rock Band Radio – programming by CBS RADIO Interactive Music Group.

There has always been an innate synergy between music lovers and gamers which is illustrated by games such as Rock Band and the pairing of Last.fm with Xbox LIVE. Targeting Beatles fans was an easy task as Last.fm has the ability to target both genres and artists, allowing MTV to have a more focused campaign leading to a much stronger ROI.

If mastering the digital landscape wasn’t enough, we bridged the gap between the digital world and real world, syncing on-air messaging to online registration to real world participation. The results mean a surge in product sales and an ever growing list of users to have a continued dialogue about future products from MTV.