Warner Music Group

Nokia Interactive calls the tune for Warner Music Group in Germany

The client – Warner Music Group

Warner Music Group is home to a collection of the best-known record labels in the music industry including Asylum, Atlantic, Bad Boy, Cordless, East West, Elektra, Lava, Maverick, Nonesuch, Reprise, Rhino, Roadrunner, Rykodisc, Sire, Warner Bros. and Word, giving it an unparalleled roster of new stars and legendary artists.

Warner Music International, a world leader in national and international repertoire, operates with affiliates and licensees in more than 50 countries. Warner Music Group also includes Warner/Chappell Music, one of the world’s leading music publishers.

The challenge – Promote album launch and ringtone downloads

Warner Music Group wanted to build awareness of a new album launch by one of its pop artists due for release in Germany. Additionally, it wanted to encourage takeup of ringtone downloads through an external download portal.

The solution – A mobile advertising campaign

Warner Music decided to launch a banner ad campaign on the Nokia Media Network in Germany. Consumers clicking on the banner ad were brought to an external portal where they could download ringtones by the artist.

The results – 16% average CTR

The campaign delivered an impressive average click-through rate of 16 percent — exceeding Warner Music’s expectations. Thanks to the mobile campaign, the album launch was deemed a success. And there was a significant increase in traffic on the landing page as well.

To see mobile advertising in action, please visit nokia.mobi/advertising on any mobile device.