iTunes Festival Guide
22nd Mar 2006
Apple wanted to talk with the festival going community and encourage them to interact with iTunes. We were briefed to produce a piece which would be handed out at 9 European Festivals.
We designed and produced a brochure which we called the ‘Insider Guide’. Whilst it led on information about each festival and the performing bands, it also described how to download and use iTunes. As a way to encourage trial of iTunes, we introduced a free gift card as part of the brochure. It gave those who redeemed the gift card the opportunity to download 5 free iTunes.
The Insider Guide was distributed to 1.8 million people across 9 festivals. Results show that an average of 2.8 million songs were redeemed.
Published by
Ben Brown, Creative Director
ben@creationagency.com, 07764 898010
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