Laura Greatbanks, Marketing Manager for ASICS' Team Sports division, says the promotion – which will run through this summer – has been a huge success to date.
“Our first event was a cheerleading competition,” notes Greatbanks. “When word got out that we were passing out music cards, there was so much excitement that I even had little brothers and parents coming up and asking for one.”
“What makes this promotion so great for us is that we do a lot of repeat events throughout the year but are able to give away a different gift each time,” Greatbanks adds. “It's the same giveaway, but it's music and people have a million songs to choose from so it never gets old.”
The free digital music giveaway, powered by Promotional Currency's digital music partner, Puretracks, is delivered to consumers via a branded ASICS card that serves as a souvenir of the event and helps bolster awareness of the ASICS brand. When cardholders go online to download the free song, they land on a customized ASICS landing page which further promotes the ASICS name and provides contact information for people interested in learning more.
Barry Schaffer, president of Promotional Currency, says it's the combination of being able to build brand awareness and capture customer data while providing consumers with an incentive that can be personalized to their unique tastes that makes digital music such a powerful tool.
“Individuality and access are key in today's society and digital music answers that call,” says Schaffer. “Music transcends demographics and because it's digital, it can be delivered instantly and in virtually any manner thinkable – making it a powerful medium for brands.”
