VH1 campaign puts mobile spin on classic

VH1 is hoping to attract music fans with a new interactive campaign, running in bars across the country, that uses a broadband-enabled, jukebox-like digital device called Ecast.

The Viacom property has teamed up for the third time with Ecast, a broadband media network, to promote its upcoming VH1 Rock Honors: The Who. The campaign, which debuted on June 23, was executed in conjunction with ad agency Posterscope NY to push the new VH1 show through these music-enabled digital devices.

“The goal of the campaign is to reach a younger demographic,” according to John Taylor, president and CEO of Ecast. “These people are out at bars socializing. We know that they are music fans already, because they are interact­ing with Ecast.”

As soon as someone touches the digital jukebox’s screen to play music, the screen allows consumers to interact with a VH1 ad to play either content or music.

If they choose to interact with the ad, they are offered a customized playlist of songs by The Who, as well as an integrated social application in which they can request a text reminder to tune in to the show

In addition, users can play a music memory game called The Seeker.

The campaign is running in more than half of the 10,000 bars and nightclubs nationwide that carry Ecast digital jukeboxes. The ones chosen are located in cities with a demographic interested in rock music.

Previous VH1 campaigns on the broad­band media network included one for VH1 Hip Hop Honors, which promoted the network’s rap music special, as well as an ad for VH1 Classic’s 7-part series, Seven Ages of Rock.

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