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Icanplayit.com came to Montpellier Public Relations with a simple brief. They wanted us to launch their services into the eyes of the public and potential investors. Montpellier devised a fully integrated PR campaign that covered both vertical and horizontal media. The 3 month campaign through the web and traditional media saw AEV of over £225,700.
Icanplayit.com was the brainchild of music producer Ian Singleton and former blue chip high flyer Andrew Jenkins. The pair joined together to create a company which satisfied their love of music while also providing a sound product and commercially viable product for the marketplace.
The online music classroom joins wannabe musicians together with renowned classical and modern artists who deliver downloadable interactive music lessons. At its launch, the product was primarily aimed at beginners. For just £29.99, users can download a 28-part course to their computer to help them master their chosen musical instrument with lessons from the music industry’s top professionals.
These include Pink Floyd and Bryan Ferry’s bass guitarist Guy Pratt, whilst beginner rock guitar is taught by legendary musician Hugh Burns who has played with George Michael, Paul McCartney and Michael Jackson.
Icanplayit.com drafted in Montpellier to help them launch this product to the market, with twin goals of building traffic site traffic and raising awareness of the brand as a business.
• To launch icanplayit.com to the market
• To drive traffic to the icanplayit.com website
• To increase the profile of Ian Singleton and Andrew Jenkins in the hope to attract
potential investors to the company
• To build awareness of the brand through vertical and horizontal media
As an online web product, senior consultants at Montpellier PR felt that an integrated campaign was especially important. Drawing on talents from the best PR practitioners and digital marketers, the consultancy put together a robust plan designed to incorporate a high level of viral seeding on the net coupled with extensive PR coverage.
Music websites and forums plus fan club sites for the musicians who are signed up to teach were identified. You Tube, Gum Tree, My Space and Facebook also became an integral part of this viral campaign. The team devised ways to use these popular social networking sites as a part of the campaign and the drive to direct traffic to the icanplayit.com website.
Traditional media PR played a similarly crucial part in this exercise. The team brainstormed different sectors in which to concentrate as with a £10k budget, it was evident that not every media sector was going to be able to be covered. The sectors identified as areas in which to concentrate included the financial press (given Andrew Jenkins former position as Chief Operating Officer for property blue chip company Jones Lang LaSalle) music, digital, parenting, wider consumer and regional media.
This campaign stretched over three months and during that time enjoyed considerable coverage in national newspapers, magazines, trade press and regional titles as well as wide ranging mentions across the web. In total, coverage worth AEV £225,700 was achieved.
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