Free tunes are the incentive Moet Hennessy is adding to a new digital music promotion that targets both English- and Spanish-speaking consumers.
Seven versions of custom-designed music cards—each touting a different brand—feature two to five free downloads. Each card directs consumers to a custom-designed landing page entered via the serial number and promotional code on the music card (the promotional code determines how many downloads the consumer gets). At the site, the consumer will find information about the Moet Hennessy product, a list of 10 songs, as well as links to new music releases and a Top 100 chart.
The brands represented are Grand Marnier, 10 Cane Rum, Navan, Hennessy Cognac (three versions, one in Spanish) and Belvedere.
More than 50,000 cards are being distributed at sampling events, bars, restaurants, concerts and community functions in the Southwest.
“We have always been cognizant of what is relevant to our consumers and see the digital music cards as a way to talk with them in a contemporary way that also conveys our luxury wine and spirits position in the U.S.,” said Tim Norris, director of marketing for Moet Hennessy’s Southwest Region, in a statement.
The Spanish version of the music card incorporates a Spanish-language music store at BajarMusica.Univision.com/Hennessy featuring Reggaeton music to promote the Hennessy brand. Promotional Currency, Dallas, TX, handles.
“With the Hennessy card it was important because we wanted to have really rich Hispanic content, including a rich library of Hispanic music,” said Anne Newby, VP-business development, Promotional Currency.
Hennessy is no stranger to the music scene. The Hennessy Artistry Music Tour is a musical cocktail of influential artists and rising stars. The 15-date tour is headlined by Kanye West, The Strokes, Goldfrapp, and DJ Carl Cox and ends Oct. 17 in New York. A contest, now closed, dangled a VIP package to the New York event.