'Elect To Save' Guerilla Marketing Effort From Universal Music Enterprises Uses Political Campaign Imagery to Target Voters and Other Music Fans

'Elect To Save' Guerilla Marketing Effort From Universal Music Enterprises Uses Political Campaign Imagery to Target Voters and Other Music Fans

SANTA MONICA, Calif., Oct. 21 /PRNewswire/ -- Everybody wins in the Elect To Save campaign being launched by Universal Music Enterprises (UMe). Using iconic, eye-catching, red-white-and-blue political campaign poster imagery -- and even by targeting online users who read election news and political blogs -- UMe will attract music buyers to a sale of dozens of album titles from a plethora of UMe artists in the weeks just before the November national election.

The six Print Mafia-designed posters (24" x 36"), featuring Nirvana, Bob Marley, KISS, The Who, Jimi Hendrix and Marvin Gaye, will be plastered throughout key markets (New York, Los Angeles, San Francisco, Chicago, Phoenix, Boston, Cleveland, St. Louis, Dallas and Miami) in a snipe campaign launching October 13 and continuing through the election. The public may obtain free PDFs by texting a specific code on the posters which then reveals a URL from which the posters may be downloaded. At retail, limited edition silkscreen posters (1,000 of each artist) are being distributed to key chains and indie retail for added value promotions. Due to already overwhelming demand, 9,500 paper posters will also be sent to key one-stops as in-store display material.

Meanwhile online, IMEEM, the fastest growing social networking site in the U.S., is unveiling an Elect To Save page and video channel, widgets, and events centered on playlists and song battles. The Elect To Save imagery, present throughout the site, will also be available to fans to use on their own. In addition, Amazon is launching an Elect To Save microstore.

Employing behavioral targeting, UMe will also reach out online to the "engaged voter," those who research the candidates and issues, and those who have expressed interest in and behaviors related to politics, Barack Obama, John McCain, etc. Not surprisingly then, Elect To Save will be featured on the entertainment homepage for CNN.

Among the artists in the Elect To Save sale campaign are ABBA, Bryan Adams, All American Rejects, Mary J. Blige, Bon Jovi, Boyz II Men, James Brown, Jimmy Buffett, Eric Clapton, Patsy Cline, Common, Counting Crows, Sheryl Crow, Def Leppard, Eagles, Melissa Etheridge, Guns N' Roses, Elton John, Keane, Toby Keith, Lynyrd Skynyrd, John Mellencamp, Van Morrison, Willie Nelson, Tom Petty, The Police, Lionel Richie, Rise Against, Rush, Snow Patrol, Soundgarden, Steely Dan, Styx, Sublime, Josh Turner, Conway Twitty, U2, Weezer, Stevie Wonder, and Rob Zombie.

Each of the six poster-featured artists not only have albums in the sale campaign but also major releases and/or events upcoming -- the KISS IKONS box set (and a Paul Stanley DVD), 20th Anniversary of Nirvana's first album, Jimi Hendrix's 40th anniversary of ELECTRIC LADYLAND, The Who's tour, Amazon's Bob Marley celebration B Is For Bob, and Marvin Gaye releases associated with Motown 50, the label's 50th anniversary.

Source: Universal Music Enterprises

CONTACT: Sujata Murthy of UMe, +1-310-865-7812,
sujata.murthy@umusic.com

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