Posted by Sheila Shayon on May 11, 2012 12:04 PM
Victoria's Secret is known for eye-popping video and print campaigns promoting its sexy lingerie and current stable of shapely models, but now it's wooing with audio. In an unusual twist on branded entertainment, a music-based cross-promotion is seeing VS models promoting their favorite tunes on Thefuture.fm, a website which features DJ mixes.
Billed as VS Radio, the branded audio channel includes exclusive dance mixes from Los Angeles DJ Lindsay Luv, promoting the brand via her Facebook and Twitter accounts, with a photo of Luv and Victoria's Secret model "angels" as the DJ's cover photo on her Facebook Timeline. Victoria’s Secret has about 18.5 million fans/likes on Facebook.
Inspiration for the campaign came from a three-day test last year on Dubset.com that resulted in close to 30,000 listens and 10 million social media impressions. The branded channel will run indefinitely but the homepage ads will be up for just one week. Thefuture.fm handles all royalty and publishing issues with BMI and ASCAP, a sticky wicket for brands and DJ’s who tend to mix and mash it all up.
"This is a much-needed solution to a very big problem. It provides a turn-key conduit so DJs/tastemakers and brands can work together without having to worry about the [legal] stuff," said David Stein, CEO.
In addition to the VS Radio portal, the brand is using YouTube to sell its Secret Angel Eau de Parfum, a finalist for Fragrance of the Year in the 2012 FiFi Awards, with a pitch from model Candice Swanepoel:
Swanepoel and her fellow hardworking VS Angels Erin Heatherton, Lindsay Ellingson and Toni Garrn also just revealed the 7th annual list of the sexiest celebs in Hollywood: