AmEx, Virgin Band Together for Blue Music - American Express, Virgin Entertainment Group launch joint marketing effort - Brief Article

Brandweek, May 7, 2001 by Sandra Dolbow

Virgin Entertainment Group and American Express today launch a joint in-store promotion backed by TV, print, radio, direct and online efforts.

The "Blue for Music Campaign" campaign is the work of AmEx's integrated agency team of Ogilvy & Mather (ads), Momentum (promos) and Digitas (interactive), all in New York. A budget was undisclosed.

The effort marks the second pairing for Virgin and AmEx. When AmEx launched Blue--charge cards embedded with a smart chip that store cardmember identification--in September 1999 with a $50 million ad campaign and a free Sheryl Crow concert in New York's Central Park, Virgin was aboard for ticket giveaways.

"Blue for Music' is more focused and not quite the same scope," said AmEx representative Judy Tenzer. "It is a key component of our program for Blue for the year."

The effort offers AmEx Blue members a 30% discount on featured albums at 19 Virgin Megastores nationwide. Four to five artists will be showcased each month, starting with Eric Clapton, Depeche Mode and The Brothers soundtrack.

Featured releases will be displayed in branded endcap displays and previewed at listening posts throughout the stores. New POP terminals within Virgin Megastores activate the card-member offer for featured CDs.

TV and print portray Blue as the hero that helps cardholders gain access to discounts. TV includes prime-time and late-night buys in New York, Los Angeles, San Francisco, Boston and Chicago. Print will run in general interest and music publications.

In-store efforts highlight the access theme with signs that read "Access to elevator music denied." Direct mail pieces portray the card as an intergalactic groove machine. A co-branded Web site, virginmega.com/amexblu,also supports.

"We want to expand the program to include events and excitement so it creates some buzz," said Dawn Roberts, vp-marketing, Virgin Entertainment Group. "We are looking at other elements for post-summer that will make it compelling."