SONY TAKES ADVERTISING ONLINE
By Adnews Staff
Toronto-based Sony Music Canada is using the Internet to promote its latest CD by singer/songwriter Melanie Doane. The campaign began this week and is broken into two parts. The first phase is an online contest called Be A Record Exec For A Day. The contest will give music fans the opportunity to comment on Melanie's imaging and sound in advance of a single going to radio or being released to the retail market. The CD, called Adam's Rib, is expected to be available in two months. The results of the questions asked will be compiled and will play a role in determining what tracks should be released as singles and what images should be used in the long-term advertising efforts supporting Melanie's CD. Participants will have a chance to win a round trip to Toronto, limo transportation, a tour of Sony Music's head office and passes to Melanie's industry-only showcase in mid-September. The contest and the singer will be supported using online banner ads, as well as print ads in such publications as Chatelaine, Modern Woman, Flare, Shift and Sympatico NetLife magazine. The ads feature a photo of Melanie and her Web site address. The campaign was created in-house.