Blog Post

Tower Records Uses Mobiles To Draw Customers

Tower Records LogoBrick-and-morter music stores are having a tough time of it at the moment…HMV has closed all its stores in the US while Virgin has abandoned attempts to compete in Canada. Tower Records is attempting to draw customers into its stores with a sweepstakes promotion involving store-based displays. “These 6-foot stand-up displays are the focal point for the “Get Your Hands On The Bands” sweepstakes powered by Mobot, a leader in visual search and recognition technology. Customers visiting Tower Records stores can enter to win by taking a picture with their mobile camera phone of the official “Get Your Hands on the Bands” logo located on the retail displays. Mobot’s visual search and recognition technology recognizes the image and, within seconds, sends back a message to the phone confirming entry into the sweepstakes.” Considering that mobiles are the latest technology to offer digital music and reduce the need for people to buy music in a physical form its a good attempt to co-opt the trend and the technology. The promotion is linked to CDs tied to the VANS Warped Tour — music festivals are increasingly successful so its a good idea to link to them also — with the winner of the sweepstakes getting “a trip for two to New York City on August 13th to see Transplants and My Chemical Romance appearing as part of the VANS Warped Tour”.
“The Mobot sweepstakes is a brilliant idea! It’s easy to understand and a fun way for fans to participate. We expect it to drive a tremendous amount of foot traffic into our stores.” says Tower Records head of National Audio Advertising, Joe Andrules.
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