Cheryl Cole Amplifies Outdoor Advertising with Facebook Places

In a blow to the newly active Chairman and Chief Executive of ITV, the Competition
Commission have this morning definitively ruled that the CRR remedy, (which allows buyers
of advertising airtime to renew their existing contracts with ITV, with investment adjusted to
reflect the change in ITV1’s audience share), will be maintained for the foreseeable future.
The only concession that the Commission has made to ITV’s extensive lobbying is an
amendment to include viewers delivered by the ITV1+1 and ITV1HD channels.

Digital innovation kick starts marketing campaign for the much anticipated release of ‘Messy Little Raindrops’ on 1st November

Today Polydor and ted@Mediacom announced the launch of a pioneering digital campaign that bridges the gap between social media and outdoor marketing. Simply put, Cheryl fans see the outdoor posters with the ‘Check In to win’ call-to-action. They open up Facebook on their smartphone and use Facebook Places to ‘check-in’ to the advertisement. Once they check in they visit the Cheryl Cole Facebook page and verify their check-in to the poster they’re automatically being entered into a draw to win two tickets plus travel and accommodation to a live X Factor show. Once this is done an update will be shared to their Facebook Wall announcing that they’ve entered in the sweepstakes alerting their friend community to the promotion and Cheryl’s album release.
 
Polydor Senior Digital Marketing Manager Aaron Bogucki says “Location-based apps like Facebook Places are allowing marketers to amplify offline advertising directly into users Facebook walls. Whereas outdoor advertising was a one-dimensional experience, with this campaign we’re allowing fans to actively engage with the ad and help spread the message across their network. Furthermore any consumer who enters the sweepstakes becomes a fan of Cheryl’s Facebook page, opening up another channel for engagement.”

Paul Smernicki, Director of Digital, Polydor adds "Cheryl has a massive profile as a celebrity so we wanted to create an engaging mechanic that gave Cheryl the artist cut through. We also feel that this part of the overall Cheryl campaign gives fans all across the country a physical location to engage with and be part of the excitement around the release of her new record, whether they live in London or Stockport - no one is excluded".

John Beardsworth, Associate Director ted@MediaCom "Polydor and ted@MediaCom have combined to create a campaign which mashes traditional and digital turning outdoor sites into wormholes to a digital campaign to win tickets to the X-Factor using the newly launched Facebook Places technology. This is another media innovation from ted@MediaCom which highlights the direction we expect to see traditional media take over the next few months as agencies build return loops into one way media opportunities creating a virtual and physical ecosystem for campaigns"

Last year Cheryl Cole firmly established herself as one of the UK’s most successful pop stars. Her debut album ‘3 Words’ rocketed to the top of the charts and swiftly went on to become triple-platinum [900,000 sales]. Lead single ‘Fight For This Love’ became the fastest selling single of the year and blasted to #1 and both ‘3 Words’ and ‘Parachute’ also made the top five. They not only became permanent fixtures on TV and playlists, the singles sold over 1.5 million in the UK.

Cheryl’s hugely anticipated follow album ‘Messy Little Raindrops’ is released on November 1st and is preceded with lead single ‘Promise This,’ with Wayne Wilkins. The single has already become a favourite with fans and is one of the fastest growing songs on UK radio.