In the summer of 2019, Miley Cyrus and her team were able to build a call to listen to the marketing campaign for her new EP, SHE IS COMING, centered around fans from all over the world calling her hotline.
In the summer of 2019, Miley Cyrus and her team were able to build a call to listen marketing campaign for her new EP, SHE IS COMING, centered around fans from all over the world calling her hotline. Miley released her phone number to over 150 million followers across Instagram, Facebook, and Twitter with the tag line, “Call me. I dare you.” Along with social media, her number was plastered on merchandise, billboards, buildings, buses, and even boats in major cities globally. Miley’s campaign continued throughout the summer and culminated with over 1 million fans calling in and earned over 100 million social media impressions. Her efforts were rewarded as she won 2019 Digital OOH Award for Best Integration with Traditional and/or Digital Media from MediaPost and Ad Age praised the campaign as, “A wrecking ball to the usual promotional approach, masterminding a marketing campaign consisting of social media, out-of-home displays and a dedicated hotline that lets fans connect with her.”
Miley Cyrus rolled out her newest EP through offline and online activations. The phone number 1 (833) SHE-ISMC was posted on 300+ billboards globally from markets like Barcelona and London, to Australia and the United States, plus social media bios totaling over 150M followers. She bought major placements in Time Square to share the number, as well as 30+ different phone numbers in different countries so everyone around the world could partake.
As fans called in, they were prompted to press 1 to confirm that they were over the age of 18 to hear different voicemails from Miley. Once confirmed, they continued the journey by listening to the recording and were prompted to leave a voicemail themselves. Upon hanging up, the fan received a text asking for their contact information in exchange for the link to her new EP.
The information collected helped her team understand her audience and their location. As her tour approached, Miley targeted her audience by geo-targeting with multivariable segmentation and sent broadcast messages with direct links to purchase tour tickets in each fan’s specific city. Fans were retargeted with another text broadcast message once Miley dropped her merchandise with a link to purchase.
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