We formed a partnership with Last.fm, a credible online music station and social network that plays music based on a consumer’s listening history.

The aim was to provide absolute return on investment. The content deal included housing virals and MOTO ads/content for multiple launches. Last.fm would encourage people to recommend and share their music tastes, as well as having branded areas to drive consumers to retailers and networks stocking MOTO products.

The promotion would also enable sharing of music with social networking applications allowing users to share favourite bands on widgets and screensavers. Our community and branded applications let users ‘Discover’, ‘Share’ and ‘Recommend’ the music that defines them, their “music DNA”. Other applications included a function where consumers could receive a bespoke guide to bands at summer festivals and a one touch share button that sends a song to a friend. The MOTO community had over 3,500 active members.

The promotion was the largest sponsored group on Last.fm globally and showed a seven fold return on investment.Last.fm reported over 700,000 shared user experiences with more than 10,000 content views.3,000+ users downloaded the personal festival band guide.

There were 100,000+ ad interactions with 500,000+ branded shared tracks downloaded.

The campaign created 1,700,000+ skinned takeovers, 380,000,000 individual impressions and 94,000 community page views. There were over 3,000 product mentions on Last.fm message boards and more than 30,000 clicks on the MOTO screen saver.There was a “sales increase in participating markets of 10%”. -James King, European Marketing Director at Motorola.