October 23, 2013

Celebrating Record Store Day with international headphone brand, Audio-Technica

The Challange

Drive brand awareness for Audio-Technica and engage in a meaningful way with music-loving audience. Underline Audio-Technica’s commitment as the brand of choice for those serious about music.

The Campaign

Steve Roger Courtnell (R) and Robert Litchfield (L) and staffProhibition PR identified Record Store Day 2014 as a key window in which music lovers come together to celebrate all things music. The agency kicked off a nationwide search for the country’s best independent record shop, via a Facebook app. The shortlisted shops had to declare how they’d spend the prize money, with suggestions ranging from street parties, to free pies for customers. All activity was supported with media relations and extensive influencer outreach.

The Results

The awards grabbed the public’s attention, with more than 500 nominations for 50 different record stores. Audio-Technica’s Facebook community grew by more than 31%, while engagement rose by 97%. Extensive media coverage was generated including BBC radio, The Independent, The Portsmouth News, and Bloomberg, with a total audience reach of 53m. The winning shop – Pie & Vinyl – held a street party with free pie and vinyl for its customers!


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Chris Norton

Managing Director at Prohibition
Founder of Prohibition, listed in the world's top 30 marketing bloggers and an award winning online PR and crisis management specialist. Co-author of Share This Too.

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