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Experian Band Search Essay

602 Words3 Pages

Experian Consumer Direct’s Band Search campaign successfully combined online and offline media to bolster the new brand in the marketplace, while effectively driving traffic to its website and generating a ton of new business for freecreditscore.com, according to Spiller and Baier (2012). This campaign did enormously well because of how consumer-involved it was. By creating a call-to-action – in this case, inviting bands across the country to audition for a chance to appear in a nationally televised commercial and getting consumers to vote for their favorite band via the freecreditscore website, you generate consumer interest in your product or service while gaining brand awareness as well – which is why this campaign was so successful. Another promotion occasion where the Experian’s Spokesband can …show more content…

In other words, the use of the Band Search made this a unique and successful campaign because it gave the consumer so many opportunities to get involved with the brand and the campaign that was fun. It first did so by inviting bands to perform at live auditions online and in major cities, giving new and coming music enthusiasts the opportunity to showcase their talent in legendary venues like The Palladium in Los Angeles, California. Then it drew even more consumers in by inviting them to visit the freecreditscore website and vote for their favorite band. Furthermore, Experian’s Band Search campaign branded social media toolkits to help fans spread the word about the band contest to their friends, like tips on how to better promote the band, professional pictures of the band and so forth. All while effortlessly creating buzz and word-of-mouth because of the Band

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