Tea maker Tetley is pleased with its partnership with Nettwerk Music Group in an online collaboration called the Tetley Music Lounge (TML). The members-only site, found at http://www.tetley.ca/musiclounge provides to-be-released, exclusive music downloads from Nettwerk at no cost to members. Launched through TML were Sarah McLachlan’s live version of ‘Ice Cream’ and the Barenaked Ladies’ take on ‘Jingle Bells.’ Adrian Capobianco, VP, interactive at Toronto-based Fuse Marketing (the agency behind the concept) says the site is slated to be up for a year, providing one musical download a month for Tetley members. Since its initial launch in late October, TML has seen ‘several thousand downloads. We’re giving people a reason to sign up and a way for them to engage with the brand longer. And for Nettwerk, it’s another means of distribution.’ On average, he says, visitors spend 10 minutes on the site, with 10% of visitors spending more than half an hour. Tetley’s target demo is mainly women 20-35. Print media buys were handled by The Media Company.
