MMS Alarm Clock Campaign Pushes Avicii to Top of the Charts

An MMS campaign has helped to push Wake Me Up, the latest single from Swedish DJ Avicii, to the top of the charts.

The campaign – planned by agency the7stars and using Weves mobile marketing platform – took the songs title literally and acted as an alarm clock. An MMS message was sent out to 100,000 dance fans at 8am last Sunday promoting the single. 

The idea was that the recipients would have heard the track on the dancefloor the night before. A risky strategy, given how receptive most people are the morning after, but one that paid off, with a CTR of 9.8 per cent  the highest ever engagement rate for a Weve messaging campaign.

On Sunday, Wake Me Up clocked up the biggest opening day sales of any single in 2013, and is on to become the biggest seller of the year, shifting 153,000 copies in the first three days. The campaign will run again this coming Saturday, ahead of the Top 40 the next day.

The campaign also includes an online push via search and social networking sites, Facebook and Twitter, as well as display advertising across desktop and mobile.