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Record companies harness mobile and social to better engage consumers, with Britney Spears leading the charge

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Flowd, a music fan social network, has launched Frequent Fans, a turnkey promotions programme that allows the music industry to create fun promotions and mobile coupons based on a variety of promotion triggers and business rules – and first out the trap is Britney Spears.

Music acts can now easily build campaigns that will engage their fans across social mediaand to go beyond traditional artist promotions. With Flowd’s location based features, artists can reward fans for attending their gigs, for example. Additional promotion triggers include artist following, wall posts and image shouts, with a variety of promotion types tied to the triggers. This enables very precise targeting for both local and global fan promotions and makes Flowd the first social media application to provide robust loyalty program tools for the music industry.

“Bringing mobile and location based campaign tools to Flowd business architecture is a great step for us. The campaign features and the variety of business rules bring huge value to artists and the music industry,” explains Tommi Laitinen, SVP, Flowd. “Mobile social marketing has more opportunities than anyone can imagine today. That’s why we have implemented Flowd’s Frequent Fan program through a set of API’s to provide easy to use, self-service campaign tools for artists or their management. At the same time we can continue to innovate and add new business rules and campaign types on our side.”

In collaboration with Sony Music Entertainment, “Britney Spears – Who’s the biggest fan?” is the first campaign implemented on Flowd’s Frequent Fans. This EU-only promotion offers the first 1,000 fans that take part a free copy of the new single “Till the world ends” through a mobile coupon and one lucky winner the title as Britney’s #1 fan. The campaign includes user activity based triggers, combined with unique campaign codes. This is one example of the type of social media campaigns that Flowd’s Frequent Fans enables. The programme is also available for all signed artists and their partners across the world.

Wouter Jansen, Brand Manager, Sony Music Entertainment says: “We are eager to test the boundaries of using Flowd for marketing and are excited to launch the “Britney Spears – Who’s the biggest fan?” promotion. We are continuously looking for new innovations to improve fan loyalty and also reward the most loyal fans. Flowd looks interesting in that respect. And we are also of course really thrilled to find out who the biggest fan of Britney in Europe is and what kind of creative responses we get from the fan-base!”

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