Warner Music gets 'nasty'

Warner Music Singapore has partnered with Singapore's New-York gourmet cookie store, Nasty Cookie, to launch a campaign celebrating Avril Lavigne's latest album, Love Sux, in a bid to drive awareness and engagement to core audiences and new audiences that have yet to discover the artist and music.

The campaign transforms Nasty Cookie's "Box of six" into a holographic gift box with Avril Lavigne-inspired designs, along with a sticker set fashioned after the album. The limited-edition box set is available at all Nasty Cookie outlets and online, while stocks last. 

https://www.facebook.com/nastycookiee/photos/a.110544340692389/530811225332363/

Warner Music's spokesperson told MARKETING-INTERACTIVE that the idea to partner up with a confectionery came about from Singapore's "endless love for food", coupled with lyrics such as "You can bite me" from the track Bite Me and "Revenge is my sweet tooth" from the track Bois Lie, drew immediate opportunities on a marketing message that would make the collaboration a relevant and natural one. 

Nasty Cookie, in particular, was chosen for this collaboration because Warner Music felt there was a relevant brand and audience association between Lavigne and the brand. Audience data, brand association and tone of voice were also factored into its decision. "Nasty Cookie has grown its brand and presence online through creative content and a unique marketing approach that has broken barriers and won the hearts of Singaporeans. This was in line with how we have approached our marketing that made Nasty Cookie a perfect partner for the campaign," Warner Music's spokesperson explained. Warner Music has declined to disclose the monetary value of this campaign. 

In addition to in-store activations, the campaign will primarily tap on digital channels for marketing, including paid media and influencer outreach. Prior to the campaign launch, Waner Music and Nasty Cookie organised a giveaway on their social channels. Gift boxes were also sent to key media and influencers who teased the launch in stores. Additionally, leveraging on TikTok’s influence among the target audience, Warner Music worked with Nasty Cookie’s creators to amplify the campaign with a TikTok Dance Challenge. Users can hop on the challenge posted on Nasty Cookie's TikTok account and stand a chance to win Avril Lavigne merchandise.

Separately, Warner Music Group partnered with The Sandbox, a gaming virtual world under Hong Kong-based software company Animoca Brands, in January, to create its first music-themed world, WMG LAND, in the gaming metaverse. The music-themed world will feature concerts and musical experiences from WMG's leading roster of artists. The partnership marked WMG's first entry into the NFT metaverse realm, and The Sandbox's first deal with a major music company.

With hundreds of top artists and labels such as Atlantic, Warner Records, Elektra, and Parlophone under its belt, The Sandbox added that the partnership will be creating a new arena for musical entertainment in the metaverse. Under the partnership, WMG will be working with The Sandbox to develop innovative music experiences for WMG LAND, These immersive experiences will then empower artists from Warner Music to engage with their fans, as well as reach the global community of The Sandbox. This, in turn, will "generate new revenue streams and new forms of virtual entertainment", said The Sandbox. 

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