Launching the brand and service in Spain
Deezer, the leading music streaming service in France and Belgium, launched its service in Spain at the beginning of 2013, and wanted to secure media coverage and build buzz for the launch.
In order to reach target media and influencers, two events where organized in Madrid
- A midday press conference, with LF responsible for the full organization, inviting press and securing coverage in the tech and business media.
- A party in the evening for music media and trends & fashion bloggers, for which LF Channel invited and accredited press and bloggers, organized the photo call and managed media coverage.
Each event was focused on different target groups:
B2B communications: The press conference provided business media with the information they needed about Deezer’s arrival in Spain. There were three speakers: the company’s CEO introduced Deezer’s business and their global vision of the music industry, the local MD explained Deezer’s launch in Spain and future plans, and the Spanish DJ Brian Cross gave his vision about how Deezer helps the artists.
B2C communications: The creative, fun party built buzz in the music and lifestyle segments around Deezer’s arrival to Spain. This was a huge opportunity for networking with journalists, bloggers and influencers, and for Deezer to gain social presence.
A total number of 34 journalists attended the press conference. This is a 25% over the usual attendance to press conferences in Madrid. Moreover, eight one-to-one interviews were done on that same day.
The party had 700 attendees – 60 of them, influencers. Many of these influencers, mainly bloggers, shared their positive impressions of the party with the pre-established hashtag #FiestaDeezer, which became a Trending Topic in Madrid on that evening.
As a direct result of these PR Actions, a total number of 111 articles were published in Spanish media and blogs, covering general press, TV, Radio programs and blogs.