Billboard Rewards Real Music Fans

Billboard is bridging the digital and analog worlds with its latest marketing stunt.

With the help of Ogilvy & Mather Brazil, the music magazine publisher created a special magazine vending machine. The catch is that the machine only dispenses copies to actual fans of the cover artist. The machine, which is called “The Fan Check Machine,” checks users’ iPhones to see if they have more than 20 songs by the musician on the cover of the the current Billboard issue on their device to qualify as a real fan. If they meet the “real fan” criteria, the machine will dispense a copy of the magazine.

Downloading a branded app for a one-time experience is kind of annoying, but the best part of this campaign is that you don’t need an app. All you have to do is connect your smartphone directly to the vending machine.

See the machine in action:

https://digiday.com/?p=46487

More in Marketing

Why — and how — ESL/FACEIT Group is spinning up its own esports streaming platform

Esports companies are still trying to figure out how to make competitive gaming profitable, and it’s encouraging news for a major league operator to dip its toes into the livestreaming game in order to more effectively monetize its core product. But EFG’s announcement also raises questions about the technology powering the venture. 

Person gaming

Candy giant Butterfinger doubles down on gaming with streamers and creators to reach younger audiences

Candy brand Butterfinger is making a bigger bet on gaming, increasing its media spend this year on gaming creators and streamers to boost brand awareness with younger shoppers.

Amazon wants a bigger slice of the DSP ad tech market

Over the last year or so, ad execs have noted how much Amazon’s ad tech has changed to become omnichannel in nature — i.e. more of a competitor to the two largest DSPs: The Trade Desk and Google’s DV360.