In a really nice illustration of the ways that hip big brands are looking to use digital music to connect with their consumers, Doc Martens is marking its 50th anniversary by offering a cool promotion. They’re rolling out a digital ad campaign that promotes their 10 covers of 10 pop songs that span the 50 year history of the brand.
From their website: “To celebrate our 50th Anniversary we have asked 10 bands to record their version of cult classic tracks that represent the spirit of Dr. Martens over the past five decades. We are also working with 10 directors, who will be making music videos for each of the new tracks.”
The tracks and videos will be released throughout the year, bringing folks back to the site to see/hear the new stuff. Selections include the Noisettes covering Buzzcocks’ “Ever Fallen in Love (With Someone You Shouldnt’ve)”; Dam Funk performing Human League’s “Things That Dreams Are Made Of”; and Stone Roses’ version of the Raveonettes’ “I Wanna Be Adored.” The release of all this is coordinated with some limited edition versions of their most popular styles.
I don’t wear Doc Martens, never have. So why am I writing about this? This is the kind of promotion that illustrates how engaging digital music platforms are to advertisers. Digital music is hip and cool and a great vehicle for connecting brands and their consumers. If you’re not thinking about your streaming music platform as one of these opportunities, and seeking out advertisers who can leverage that, you should be. Define your audience. Create ways that brands can connect with them. Help advertisers see the opportunity.