In 2016, more than 3.2 million vinyl records were sold, demonstrating a new wave of demand and love for the old-school format. Sony's 30 Day Vinyl Giveaway was conceived to target and continue building Legacy Recordings’ community of music and vinyl lovers, offering access to win records by signing up for the giveaway. With its eclectic choices and interesting facts, the campaign was music to fans' ears.
Created on a scalable and agile Wyng platform that leverages consumer and data APIs to deliver real-time campaign metrics, Sony is experiencing impressive performance 28 days into the 30-day giveaway; clocking more than 23,700 entries on the giveaway microsite.
“We're constantly seeking to connect music fans with artists and albums that resonate,” said Adam Block, President, Legacy Recordings. “In partnering with Wyng, we've created an engaging campaign that excites music lovers, and allows us to gain insights into their musical tastes and preferences that will directly inform our curation for them moving forward.”
Throughout the month of April, the 30 Day Vinyl Giveaway reveals a new vinyl album daily, and consumers can enter for a chance to win. Wyng worked with Sony to design a digital platform to reach and engage the music-obsessed who comprise Legacy Recordings’ core customer base. The campaign utilizes the Wyng Countdown Calendar template, employing unique design elements such as a daily album cover reveal and related trivia and facts to break through consumers’ cluttered inboxes and capture their attention.
“Sony Music has a strong legacy of providing consumers with access to a dazzling spectrum of artists, helping them chart a very personalized path of music discovery,” said John Yapaola, CEO, Wyng. “We’re thrilled to provide a customized platform to elevate the brand’s consumer influence, and deliver crucial data that will help Sony further hone its future marketing to its customers.”
The giveaway launched with David Bowie’s Legacy!, and subsequent album offerings have departed from commercially successful standouts to offer lesser-known gems from popular artists, like Bruce Springsteen’s Hammersmith Odeon London ’75, a 4LP recording of the band's first European performance. Several of the albums, like Dennis Wilson's Bambu (The Caribou Sessions), won't be commercially available until after the campaign ends, and a few will be sold only on Record Store Day, a global event that celebrates the culture of the independently owned record store.
About Legacy Recordings: Life Changing Music
Legacy Recordings, the catalog division of Sony Music Entertainment, is home to the world's foremost library of historically significant commercial recordings, a peerless collection of works by the most significant musical artists of the 19th, 20th and 21st centuries. Across a variety of platforms, the label has revolutionized the catalog market, offering contemporary music fans access to thousands of meticulously restored and remastered archival titles representing virtually every musical genre including popular, rock, jazz, blues, R&B, folk, country, gospel, Broadway musicals, movie soundtracks, rap/hip-hop, world music, classical, comedy and more.
Founded in 1990 by CBS Records (rebranded Sony Music in 1991), Legacy has expanded on its original mission (preserving and reissuing back catalogs of Columbia Records, Epic Records and associated CBS labels) to provide new and innovative avenues for artist and repertoire exposure including Grammy winning curated retrospectives, social media campaigns, Oscar winning soundtracks, new talent signings and groundbreaking campaigns for established artists and catalog projects.
Wyng is a digital campaign platform for brands and agencies to build and run campaigns that drive participation and elevate consumer influence. We powered the first Super Bowl hashtag commercial in 2011. Since then, we've continued to evolve our platform to align with shifts in consumer behavior through a robust library of campaign templates. We help brands create communities, what we call tribes, bound by affinity and connection. Wyng is headquartered in New York City.