Hip Digital Media, Inc., a California-based company with offices in Vancouver and Toronto, along with Sony Music Entertainment Canada Inc., has successfully launched a large scale digital music promotion for Old Dutch® Potato Chips and Dutch Crunch® Kettle Cooked Potato Chips.
Nearly eight million PIN codes good for one free digital music download each have been slated for the star-studded campaign that was designed to drive sales for the popular brands within grocery and convenience stores across Canada. The chip bags feature custom designed packaging that invite consumers to visit the Old Dutch web site where every customer has the chance to enter online for the grand prize VIP Concert Experience giveaway. Customers also have a chance to win a free digital music download at Old Dutch’s custom branded store.
In order to craft a promotion of this scale LPi Group, Old Dutch’s agency of record, called on Hip Digital to deliver not only the fulfillment for the promotion, but also the technology for the digital music platform. “Hip came back to us with the Sony Music library,” stated Erin Gunther, Account Director at LPi Group. “Since we are primarily targeting males between the ages of thirteen and 25, the opportunity to showcase the Sony Music artists that appeal to this group was a big plus.”
Chris Hardy manages Brand Partnerships for Sony Music Entertainment Canada Inc., who concurred, Sony Music has a vast catalogue of local and international artists that cross all genres and we were able to suggest artists that best fit their target consumer.”
The companies look forward to also providing two VIP Concert Experience grand prizes worth $5K (CAD) each, in which the lucky winners will be able to choose from a selection of concerts performed by major Sony Music artists. The grand prizes include round trip airfare, accommodations and limousine transportation to and from the concerts. Stated Hardy, “Hip Digital is one of our key partners for digital music distribution, and we worked well together in delivering this digital music experience to their client.”