With the release of La Roux's Debut Album featuring the hit song 'Bulletproof', Interscope Records came to VeriFone Media wanting to try something different to engage their young and hip target audience in New York City. Interscope chose to do a week long campaign, running a 30-second full motion spot with a corresponding tower banner on the VeriFone Digital Network in 3,000 taxis.
The results exceeded expectations. In just one week, over 600,000 impressions were delivered, resulting in 20% increase in song downloads in the New York City area during the campaign. The SMS component of the campaign enabled further engagement during and after the campaign by allowing Interscope to send targeted SMS messages to taxi riders who opted in to receive exclusive updates on their phones.
"We saw a 20% sales increase in NYC as a reflection of our week-long campaign. We have since used the VeriFone Digital Network to promote various recording artists in other VeriFone Media markets." -Dave Anderson, Marketing Director - Interscope Records