The promotion strategy for the recent three-city Guns n Roses used Radio One as a lead vehicle whereas other international concert promoters in the recent past were print heavy and used mass Hindi radio
BestMediaInfo Bureau | Delhi | December 18, 2012
After a long period of time, an international act, Guns n Roses, had sold out concerts in three cities – Bangalore, Mumbai and Delhi. The credit undoubtedly goes to Mooz Entertainment for their flawless understanding of the audience and organising every detailed aspect of the concert. However, the promotion strategy was also unique which was worked out jointly by Mooz and Radio One.
The promotion strategy adopted by Mooz used Radio One as a lead vehicle whereas other international concert promoters in the recent past have been print heavy and used mass Hindi radio.
Sunburn had tied up with a mass Hindi radio station where the spillover to non-relevant audiences was almost 84 per cent. A similar mass Hindi station approach was used for the recent Enrique concert and the buzz was below expectation as the spillover to non-relevant audiences was huge. This is because a mass Hindi radio station cannot play out international content related to the artist as part of its programming.
In contrast, Radio One as a lead medium worked because it caters to ‘high net-worth audiences’ who are more global in their outlook. This is important as international concert ticket prices are higher than local ones. Secondly, almost 95 per cent of Radio One listeners are connected online because the component of SEC A listeners is very high, meaning the media multiplier with social media works very well. Thirdly, Radio One used a combination of five stations to create city and satellite promotion. So, while the promotion was heavy in Mumbai, Delhi and Bangalore, Pune was used as a satellite push for Mumbai and Chennai as a satellite push for Bangalore. There was substantial attendance at the concert from the satellite cities. This is a stronger approach than using ‘single city’ radio stations.
Radio One ran not only high impact spot promotions but also had a most interesting high impact content property on-air called ‘Friends of Guns n Roses’ where celebrity fans of GnR spoke about the band. Certain time bands were fully dedicated to Guns n Roses songs, such as The Rayban Legends hour. A contest was conducted where local bands could upload the best cover of a Guns n Roses album, not to mention karaoke bar promotions to get people excited about the band’s songs.
Brands like Budweiser, Nokia, Sennheiser, Vh1 used Radio One to promote their products/services and add more weight to their Guns n Roses sponsorship by creating special promotion for free ticket giveaways. Kyazoonga, the ticketing partner, too received a huge amount of media weight in the right target audience.
Vineet Singh Hukmani, MD, Radio One, said, “When we began talking to Mooz, there was an instant ’feel’ for the music and agreement on how Guns n Roses needs to be promoted. Almost everyone at the concerts said they had been ‘activated’ by the Radio One promotion. Even at the karaoke promotions, our hosts and other employees sang Guns n Roses songs and gave away tickets as prizes. It was a pleasure working with Mooz who are so passionate and detail oriented. We look forward to future popular international acts coming to India and supporting them in the seven metros where Radio One operates.”