Musical Mix for Sicola

SicolaMartin, a high- tech agency in Austin, Texas, has launched a national advertising campaign for Tunes.com, a Chicago-based Internet music company.
The shop won the client’s $5 million-plus account in a competitive review earlier this year.
SicolaMartin’s initial assignment as part of that review was to develop a brand identity for Tunes.com. The other finalist in the competition, San Francisco’s Scheyer/SF, recently won the business of Internet music competitor EMusic.com.
Tunes.com acts as a portal to a number of music Web sites. It is supported by and integrated with sites operated by rock and pop periodical Rolling Stone, hip-hop-oriented The Source and Down Beat’s jazz stylings.
“Tunes.com is really different in that it has these other branded properties associated with it,” said Pete Hayes, SicolaMartin’s vice president of interactive services. “It’s kind of a starting point for an individual, especially if you have cross-musical tastes, which a lot of people have.”
Tunes.com’s current promotion, touted in radio and print advertising, steers music fans to the site to win one of five cars. The come-on slogan: “Win a CD player and choose your free travel case.”
The response has amounted to “tens of thousands” of new registrations at the Tunes.com site, according to Hayes.
A second round of print ads, featuring artists Jennifer Lopez and Kid Rock, will aim to heighten brand awareness. The ads will appear in Internet and business publications. A series of radio spots incorporating a cynical Tunes.com genie aired in 12 major markets throughout July.
SicolaMartin expects to announce additional account wins in the dot-com field in the coming weeks, said Hayes. “Our high-tech experience sets us up with this rush of new Internet business,” he said. “This has kind of become our new target.”
Two other technology clients on SicolaMartin’s roster are Fort Lauderdale, Fla.-based Citrix and Compaq of Houston.