The resulting online "Vote For Your School" contest is a prime example of how the Web can be tapped to create an emotional bond with the often fickle teen and young adult audience.
Fefe Dobson was discovered nearly two years ago by Lyor Cohen, CEO-president of Island Def Jam Music Group, who first heard her sing at 8:30 a.m. in a dingy Toronto bar. "She blew my mind, it was obvious to me that she was an amazing talent," Mr. Cohen recalled. One of six children born to six different fathers, Ms. Dobson has said the only thing that saved her growing up was spending time at a performing arts center and channeling her feelings through her singing and songwriting. Mr. Cohen liked her perspective and truthfulness and signed her. In its debut week in December, Ms. Dobson's self-titled album sold 30,000 copies, 17,000 more than Def Jam expected it to.
So how does a relative unknown skyrocket in less than two months to a Top 10 artist on MTV's "Total Request Live" and to make the Top 25 on the Billboard Pop chart? Partnering with 360 Youth, Def Jam last fall introduced Fefe to teen girls via a contest on Alloy.com where they could compete to win a performance by the artist at their school. The school with the most votes would win the performance. Kids recruited their peers to go online and vote via Fefe-branded e-cards. Alloy.com featured Fefe imagery and editorial.
In addition, Alloy tapped into its substantial direct marketing resources that include a database of 25 million teens and college students, Delia's and Alloy catalogs, online media and in-school, location media. In-school media supporting the Fefe contest totaled 120 media boards in middle and high schools in six markets. The boards were emblazoned with ads inviting kids to visit Alloy.com to vote.
"The combination of the ability to be in schools and to have a robust online [component] is our strength," said Samantha Skey, VP-convergent marketing, Alloy's 360 Youth.
360 Youth also sent e-mail to 50,000 girls about the contest and offered downloads using Alloy's proprietary database specifically targeted to the six markets. The November Alloy catalog, (the catalog has a circulation of 2.3 million), included a postcard promoting Fefe's album and video. Skyview High School in Nampa, Idaho, won the contest with more than 80% of its 1,700 students voting and scored a performance by the artist Dec. 4, along with a $1,500 donation to its music program.
Notable results for the program include: 52,705 visits to the Fefe Dobson microsite on Alloy.com, more than 20 million in-school location media impressions in 357 schools nationwide; and 180,000 custom e-mails sent to teens from the 360 Youth database.