Home  › Social › Social Media
victoria

Victoria's Secret Digital Effort Includes DJ Mixes

  |  May 9, 2012   |  Comments

Lingerie brand runs campaign via Thefuture.fm.

victoriaVictoria's Secret has launched a campaign on the DJ-focused music site Thefuture.fm, including a branded audio channel, exclusive dance mixes, and homepage ads.

Dubbed "Victoria's Secret Radio," the channel includes two dance mixes from DJ Lindsay Luv, a Los Angeles-based artist who is promoting the brand via her Facebook and Twitter accounts. As one example, a photo of Luv with Victoria's Secret models is used as the DJ's cover photo on her Facebook Timeline. The lingerie company has also posted about the DJ mixes on its Facebook Timeline, which has nearly 18.5 million fans/likes.

The branded DJ channel will run indefinitely, according to Thefuture.fm, while the homepage ads will be up for a week. The overall campaign was inspired by a test that Victoria's Secret performed on the digital music site last year, then called Dubset.com. The three-day test, according to Thefuture.fm, produced around 30,000 listens and 10 million social media impressions. The New York-based company said that Malibu Rum ran a similar test last year.

The one-year-old startup doesn't subscribe to comScore's verified traffic monitoring service and isn't giving out in-house numbers. David Stein, CEO of Thefuture.fm, said what his young company lacks in eyeballs, it makes up for with its service to both brands and DJs. It takes care of legal issues, he said, such as making sure royalties/publishing firms like ASCAP and BMI are compensated  for music used in a campaign like the Victoria's Secret-DJ Lindsay Luv channel.

Since DJs typically mesh together copyrighted music, Stein said, "this is a much-needed solution to a very big problem. It provides a turn-key conduit so DJs/tastemakers and brands can work together without having to worry about the [legal] stuff."

Meanwhile, though Columbus, OH-based Victoria's Secret declined interview requests, the brand is clearly active on social channels. It launched a YouTube video (below) today to promote its "Secret Angel" fragrance, encouraging fans/likes to vote for the perfume online in the 40th Annual FIFI awards.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Resources

Jobs

    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...
    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...