By forming relationships with record labels and radio stations, MCI has made a go of its 1-800 MUSIC NOW brand, which launched in December.
Through Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York, MCI has run broadcast, print, outdoor and radio ad campaigns that carry the tagline "You call. You listen. You like. You buy."
"We're still focused on developing a powerful brand that carries with it a lot of attitude and personality," says MCI's Terry Macko, VP-partner marketing, who helped launch the brand and is now spearheading marketing both to consumers and potential partners.
Although the company declined to disclose any revenue or sales figures, Mr. Macko, 32, says MUSIC NOW has received more than 10 million phone calls to date and that brand awareness levels have surpassed 75% of its target audience of affluent, educated consumers between 25 and 34.
While the service focuses primarily on over-the-phone sales, MUSIC NOW also does business via the World Wide Web at http://www.1800musicnow.mci.com.
Key to MCI's success with 1-800 MUSIC NOW will be partner marketing, or future alliances with fast-food chains, airlines and package-goods companies.
"The more partners we have, the more value our customers will receive," Mr. Macko says.