With four retail stores throughout the Magnolia State, Mississippi Music of Hattiesburg, MS, stocks all types of instruments and related equipment, software, sheet music and more. The store also offers music lessons, helping anyone who wants to learn to play an instrument to start making music at a price that works for them. The store worked with Comcast Spotlight on a multi-screen video advertising campaign designed to reach two audiences: professional musicians and families with children who were taking up an instrument. STRATEGY: Comcast Spotlight helped Mississippi Music develop its commercial by partnering with a local production company to create a memorable commercial featuring musicians of different ages playing the same melody. To reach homes with budding musicians in the house, Mississippi Music’s television advertising incorporated family-focused networks like ABC Family (now Freeform) and Cartoon Network. To engage professional musicians, and adult hobbyists, the media mix incorporated channels popular with music fans, like MTV and VH1. In-banner video advertising enhanced the reach of the campaign, connecting with both audiences by taking the store’s television campaign and enhancing it with direct links to pages on Mississippi Music’s website and social media pages.
Multi-screen advertising hit the right notes for Mississippi Music, as year-over-year sales increased approximately 5%.