Rogers Wireless touts urMusic with social media and perks

Subscribers get the VIP treatment, skipping the line at a series of free K-os concerts sponsored by the wireless co.

Rogers is promoting its new music service urMusic with a social media campaign. The marketing initiative, created and implemented by Toronto-based firm the Hive, includes a Facebook page, Facebook ads and a team of writers to spread the word on fan sites and blogs.

UrMusic provides Rogers subscribers with music and ringtone downloads, as well as a wireless ticket service. Visitors to will notice the presence of Canadian hip-hop star K-os, who is performing 10 pay-what-you-can concerts in nine Canadian cities, all sponsored by urMusic.

Concert goers waiting in line will be targeted by on-site marketers handing out promotional materials showcasing the advantages of being a Rogers subscriber and highlighting the urMusic brand. Meanwhile, Rogers customers can bypass the line by visiting the Wireless Box Office on their cell phones, reserving their tickets to the K-os concerts and receiving them digitally in the form of text messages. They can then go directly to the VIP entrance, show the tickets on their handsets and enter the concert, thus avoiding the long lineups.

‘There was no hard sell on the Rogers equipment,’ says Phil Sylver, creative director at the Hive. ‘It was all about Rogers launching its urMusic brand.’

Rogers will follow up the K-os tour with sponsorship of the North by Northeast festival and Dave Matthews concerts, among others. ‘It’s not like we’re way ahead of the times,’ Sylver says of the Wireless Box Office service. ‘The behaviour is there, you just need to give them a good product offering.’