Ogilvy Brasil created a great campaign for Billboard Magazine in Brasil which consisted of an outdoor dispenser for Billboard Magazine on the corner of newstands in São Paulo, offering free copies to members of the public able to prove that they are ‘real’ fans of the artist on the cover. It seems that the campaign took place over a few weeks, with a number of different artists shown in the video below:
So how did the campaign work?
People were invited to plug their iPhone into the ’Fan Check Machine’, which then analysed their music library, on the basis that fans of the artist would have loads of their songs on their phones. Those with more than 20 songs were treated with a complimentary magazine.