EMI spreads viral Morningwood for Valentine’s and heavies up on innovative print efforts to reach youth

EMI Music Canada wants music fans to wake up with Morningwood this Valentine's Day. In a move to intro this new pop/punk band, the label will unleash a viral V-day card inviting folks to 'Wake Up with Wood.' The e-card is just one part of an awareness campaign, says Andres Mendoza, marketing director at the label. The e-card features full streaming video of the band's single, 'Nth Degree' and an invitation to 'give a friend some wood.' Mendoza says the objective here is to drive folks to the band's website at morningwoodrocks.com, and offline, to head to retail partner HMV, which will feature the CD at a low promo price point. Hard-copy V-day cards will also be inserted in Dose, while teams in Vancouver, Montreal and Toronto will hit the streets spreading the wood. 'The release is also supported by a new 'Strut- approved initiative,' says Mendoza of the promo's other print partner. A sticker approved by the hip, entertainment/lifestyle magazine 'will be on all Morningwood CDs and the band will perform at an upcoming Strut anniversary party.' Ad buys in Vice round out the program. Deals were done direct.

EMI Music Canada wants music fans to wake up with Morningwood this Valentine’s Day. In a move to intro this new pop/punk band, the label will unleash a viral V-day card inviting folks to ‘Wake Up with Wood.’ The e-card is just one part of an awareness campaign, says Andres Mendoza, marketing director at the label. The e-card features full streaming video of the band’s single, ‘Nth Degree’ and an invitation to ‘give a friend some wood.’ Mendoza says the objective here is to drive folks to the band’s website at morningwoodrocks.com, and offline, to head to retail partner HMV, which will feature the CD at a low promo price point. Hard-copy V-day cards will also be inserted in Dose, while teams in Vancouver, Montreal and Toronto will hit the streets spreading the wood. ‘The release is also supported by a new ‘Strut- approved initiative,’ says Mendoza of the promo’s other print partner. A sticker approved by the hip, entertainment/lifestyle magazine ‘will be on all Morningwood CDs and the band will perform at an upcoming Strut anniversary party.’ Ad buys in Vice round out the program. Deals were done direct.