Barcelona Jazz Festival Uses Traditional Marketing to Promote Their App
Voll-Damm International Barcelona Jazz Festival is back for its 44th year this month. The Festival will feature musicians from all over the world – Earth, Wind & Fire, Chick Corea, and Sonny Rollins just to name a few – who will perform at venues all over city of Barcelona from October 30th to November 30th. Like previous years, the festival is estimated to attract thousands of attendees.
One thing that’s different about this year is the release of the official Barcelona Jazz Festival mobile app powered by Mobile Roadie. With the app, attendees & non-attendees alike can watch live concerts, buy tickets, familiarize themselves with the artists, and mingle with other jazz enthusiasts. The app was created by Valencia-based advertising agency Ciento 16 who used Mobile Roadie in the past to create the first app ever created in Latin America for a politician.
The Festival is also using the app as their main piece of advertisement. This week, Barcelona’s main newspaper La Vanguardia ran a full-page ad on the front page of a special supplement promoting the app (see below). The ad utilizes a QR code (available in the CMS) that when scanned leads to a download app link.
In addition, ads featuring screenshots of the app will appear on Barcelona trains and buses this weekend.
While claims that traditional advertising “is dead” exist, if used correctly, traditional advertising can be highly effective channels of promotion. In this case, the Festival is using traditional advertising to target a broad audience, as the Festival itself is spread out throughout the city.
If you 1) Are attending the Festival; 2) Want to attend the Festival; or 3) Love jazz music; then be sure to download the official Voll-Damm 44 International Barcelona Jazz Festival app at http://road.ie/bcnjazzfest