Does a free download do it for you?

6/18/09

As advertisers seek new wow factors to attract their target audiences, one idea that has emerged and seems to be gaining momentum is free music downloads. Given that 50% of us now pay for our music downloads the timing may be right.

On Friday, Toblerone announced the offer of a free exclusive track from Alesha Dixon with purchase. The UK promotion, which is sponsored by Kraft, also features a contest to win VIP tickets to a concert and meeting with Alesha, signed merchandise and free candy bars. (Paine, 2009)

Would this motivate you? Does the exclusivity matter when anybody can buy a candy bar?

Do you know who she is? Given the ever increasing fragmentation of the music industry is it possible to find an artist who would have mass appeal?


Paine, A. (2009, June 12). Alesha Dixon Fronts Toblerone Campaign. adage.com. Retrived, June 15, 2009 from
http://www.adweek.com/aw/content_display/news/agency/e3i45a4bf33efc17917e66f43213e5d636c