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New traditions - Radio drives iTunes charts
Using traditional media platforms in partnership with new ones is something that I find very appealing. Traditional platforms generally still hold a lot of the audience mass and so can drive participation if they tailor their propositions properly.
This video case study shows a very nice example of how a traditional medium (radio) was used successfully to drive engagement and ultimately sales for Sony on iTunes. It's a very nice harmony of reputable brands working together to create tangible success across a specific spectrum.