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Interscope Records pins Eminem contest within Waze, creatively reaching drivers

Interscope Records is offering fans a chance to win exclusive prizes when they use the Waze mobile application to celebrate the musician’s new single.

While using social mapping service Waze, consumers will see special pins with backwards “E”s in various locations. If they click on the pin, they can enter a sweepstakes from Interscope Records.

“As one of the largest growing apps, we sought to partner win Waze to reach mass market and do something innovative that no artist had done before,” said Brooke Michael, head of digital marketing at Interscope Records, Santa Monica, CA.

“We’re always looking for new creative ideas when we launch an Eminem album,” she said. “This is a great opportunity for all involved.”

Mobile Eminem
Eminem released the new single Bezerk on Aug. 27 with Interscope Records.

Last month, Interscope embedded a download of the song within the Waze app.

Now the company has partnered with Waze again to offer a sweepstakes within the app.

Consumers must download the Waze app and then keep an eye out for special Eminem’s Shady and Gold Shady pins that are marked with a backwards “E”.

If a consumer spots the pin while driving, he or she can click on the pin and save the URL to My Offers. If a consumer is a passenger, he or she can go directly to the URL to the entry page.

The white pins lead to an entry form to win one of 100 Beats by Dre Pill portable speakers.

The gold pins lead to an entry form to win the grand prize: Two tickets to fly to Eminem’s show, including two nights at a hotel and transportation to the concert.

Interscope is posting a few gold pins each day across the United States.

Waze craze
A number of brands have been leveraging Waze to offer geo-targeted, creative mobile content.

For example, Fiat placed messages within Waze to alert drivers of nearby rest stops during heavy traffic (see story).

Location-linked mobile efforts are incredibly crucial for marketers.

Now that Google has acquired Waze and the app is gaining traction, marketers owe it to themselves to look into the channel so that they can reach consumers in new, geo-targeted ways.

“Being able to mobilize the masses and create the largest scavenger hunt ever is exciting in and of itself,” Ms. Michael said.

“It also allows us to reach Eminem’s fans in every market and see who is responding and where,” she said. “It’s digital marketing at its best.

“Interscope strives to reach out to fans where they are. As consumers move to their second screen, mobile is the answer.”

Final Take
Rebecca Borison is editorial assistant on Mobile Commerce Daily, New York