By asking music fans to “Exercise Your Music Muscle,” we differentiated Virgin Digital from the slew of technology-based online music services and developed an enormous grass-roots following.
Launch the Virgin Digital music subscription service.
Ask music lovers to “flex their music muscle” by holding a contest that challenged them to find as many bands in the ad as possible and submit their responses to Heavy.com.
The campaign generated two-and-a-half times the traffic of an average promotion on the site and visitors spent an average of 37 minutes on the site. The campaign was later localized for other international markets.