1. Back to Vinyl A case study in creative audience engagement

2. The Challenge Kontor Records needs to promote the new dance track of Boris Dlugosch They have to reach agency creative directors – they have a response rate of just 7% when sent compact discs How do you grab the attention of underwhelmed music snobs?

3. Real Vinyl

4. The Delivery Mail a real vinyl record to creative directors But even music production agencies don’t have turntables lying around these days How do they play the music?

5. Using Mobile The custom envelope instructs the user how to get “Back to Vinyl” Scan a QR code – because they’re not dead yet – and any smartphone can function as your personal office turntable Their tag: “No downloading, no fuss. Just analog fun with a digital device.”

6. The Results 7% is the average “open” rate of music agencies when they receive promo CDs 71% of the QR codes that were mailed out were activated – ten times the usual rate 42% went on to access the Kontor Records online store

7. Lessons for The Marketing Arm Marketing innovation can produce ten times the desired audience response New tech isn’t always the answer No apps, no AR, no wearables, no NFC Skeumorphic design can still be engaging

8. Potential Application How to reach the superior audience – novelty Mailer sent out – an empty shopping bag QR code to an augmented reality interface AR reveals a bag full of items, clothing, and a coupon code lying on top