LOS ANGELES Heineken hopes its latest ad campaign is a hit, sponsoring a Web trivia campaign as part of its "Music for Life" promotion.
Heineken tapped Ecast's broadband media network to promote an interactive music-trivia quiz as part of its summer "Music for Life" campaign. The ads are the first from a non-music advertiser on eEcast's interactive jukeboxes, now at some 4,200 locations (mostly bars and restaurants) that clock foot traffic of 9 million a month, said Chris Scott, senior director of advertising and business development.
The San Francisco-based Ecast, founded in 1999, is seeing the jukebox network grow at a rate of 150 venues per month, said Scott, who joined the company last summer with a background that included the online advertising technology company DoubleClick as well as Excite.
Though the network had shown impressive results advertising song and album releases (at what is essentially a point of purchase for 17,000 albums and 220,000 songs, downloaded instantly through the network), traditional clients hadn't imbibed. Scott said the client breakthrough was inevitable once the jukebox network had improved to the point that they could "act, at a minimum, like the Web by caching content. At this point, we're at the point of taking on broadcast [commercial content], without the competing audio."
Scott would not elaborate on Heineken's program; the White Plains, N.Y.-based importer also declined to discuss the buy. But Scott said that "because the Ecast system can do digital interaction as well as data collection, we report click-throughs, impressions and interaction information" to its clients. The jukeboxes' fixed addresses also permit narrowcasting to the single location.
Scott said the company is in talks with an unnamed spirits manufacturer and the automotive industry "about relationship marketing."
The network has been a boon to the music business, Scott said, with "out-of-home agency guys starting to turn their heads" at the network's sales of 8 million songs per month, representing 2 million paid transactions.
Scott's confident in the future growth of the network, he said, because hundreds of thousands of jukeboxes using CDs will inevitably be replaced.