Danny Van Emden, Digital Media Director at EMI Music UK, comments: “Since its inception, the Live 8 DVD campaign has used a multi-channel approach to communicate with the community of music fans; ensuring that they have fast and direct access to the latest information as and when they want it.
“As a medium, podcast conveys and permits a higher level of intimacy than other channels. Bob Geldof’s podcast captivates perfectly the essence of Live8, allowing him to talk directly, almost on a one-to-one basis, to the Live 8 fan-base community.”
EMI Music UK’s dedicated in-house digital team was responsible for the creation and delivery of the Live8 online campaign, from the design and webmastering of the official site and creating Bob Geldof’s podcast, to implementing a CRM programme and a pre-orders facility on Amazon.
Sarah Sherry, Digital Media Manager at Virgin Records comments: “The online campaign for Live8 encompasses many strands that have all worked together
to effectively drive awareness of the music DVD prior to its release. With
an objective of raising awareness of the forthcoming DVD and supporting the ongoing relationship the live event established with consumers across the
world, our strategy was to use online channels that allowed us to communicate with fans on a more intimate and readily accessible level.”
The official site for the Live 8 DVD, www.live8livedvd.com is evolving into
a solid online community, supporting visitors with areas to post their own
images of the event and chat in the web forum. The site also offers streamed footage from the DVD. The DVD is created and produced by EMI Music
UK’s DVD division.