Tuesday, August 5, 2008

Faith Hill's Mozes-Powered Listening Party

Mozes ( www.mozes.com), the service that connects people to what they love from their mobile phones, is powering a mobile listening party for five-time Grammy(R) award winner Faith Hill. The mobile campaign lets mobile fan club members get an exclusive preview and offer feedback on cuts from the multi-Platinum-selling country star's new Christmas album "Joy to the World," which will hit stores on September 30th.

The "Christmas in the Summer" campaign makes one new song from the upcoming album available exclusively to members of Faith Hill's "mob," or mobile fan club, each week. Fans can listen to the cut and call Faith's Mozes line at 615-823-5605 to leave messages with feedback about the music. The campaign has run since June and will continue right up until the album's release date. The album's first single, "A Baby Changes Everything," will be the final song that mob members hear before the album hits stores.

"When it came to deciding how we would promote Faith's new Christmas album, we realized that getting fan input right from the beginning would be crucial to creating early excitement about the new release," said Genevieve Jewell, New Media Manager at Borman Entertainment, Faith Hill's management company. "The listening party has given us a chance to connect fans directly with Faith and her music, all through a service that fans can trust to be spam-free and totally permission-based."

Faith Hill is among several leading artists from a wide variety of musical genres, including Wu Tang Clan, Teddy Geiger, Danger Radio and others, who have made Mozes listening parties an important part of their pre-release marketing strategies. Mobile listening parties give fans exclusive access to new artist content and have led to explosive growth in mobile "connections" by means of the Mozes service.

"Listening parties like Faith Hill's are an excellent example of how mobile is changing the way that artists interact with their fans and generate revenue opportunities," said Chad Schultz, director of business development at Mozes. "Our trusted service gives fans a feeling of exclusive access to new artist content, while giving bands and labels easy-to-use tools to create engaging mobile experiences for their audiences."

Listening parties are just one example of the many features that bands, brands, sports teams and others are integrating into their Mozes campaigns. Trivia contests, exclusive mobile-only concert tickets, mobile scavenger hunts and rich media exchange are some of the other innovative approaches that marketers have created using Mozes.

No comments: