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 New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

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

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

WEBINARS

Jobs

    • Product Manager - Contract position
      Product Manager - Contract position (Wiley Publishing) - HobokenThis position can be located in either Hoboken, NJ or Indianapolis, IN. We are...
    • Manager of Online Advertising
      Manager of Online Advertising (Connections Education) - ColumbiaCompany Summary: Connections Education is a leading provider of high-quality, highly...
    • SEO Manager
      SEO Manager (Ziff Davis) - New YorkAre you an experienced digital marketer with enterprise level SEO experience that wakes up in the morning thinking...