The Dance Act, Groove Armada, is shaking things up with it’s latest release. They are offering tracks from it’s new EP as free downloads and encouraging fans to share them with their friends. Sounds straight forward enough but Groove Armadas latest distribution plan also amounts to a sophisticated form of viral marketing, as it’s part of pioneering sponsorship deal with rum maker Bacardi.
How it works? You basically go to a website BLiveShare.com, register with some basic details and you will get the first track. Than you are encouraged to share that track with as many people as possible. With more people you share it the more songs you get. If you do 2000 shares you will end up with the whole EP.
Financial details of their deal with Bacardi have not been disclosed but it seems that this king of marketing is tailor made for the modern media environment. Consumers are avoiding adverts and they want to engage with brands that represent something and mean something to them.

Advertises are working hard to do something that is outside the traditional advertising formula, trying to grab peoples attention and excite them at the same time, with the final goal to convert them.
With the music industry in transition and brands looking for new ways to reach hard to reach consumers this could be a model we see more of in the future.

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