December 18th, 2014 in Entertainment

What We Can Learn from AC/DC About Weather Marketing Strategy

iStock_000027208494_SmallForget about the gloom once the bad weather hits and get ready to rock and roll with AC/DC. The Weather Channel recently teamed up with Columbia Records to engage mobile audiences and promote the latest album by rock veterans, AC/DC.

Their new album, “Rock or Bust” includes a vibrant weather motif, with songs like “Got Some Rock & Roll Thunder,” which make the partnership ideal. The promotion utilizes local users’ data as well as weather stats to trigger the native ad during rainy and stormy weather–to deliver its own rock and roll thunder straight to users mobile interface.

When bad weather hits, targeted mobile users will see the promotion of the new AC/DC album under the daily forecast.

This is yet another creative way that The Weather Channel’s captive and geo-targeted audience has been utilized to execute a weather marketing strategy that reaches the right people, at the right time, with the right message.

In a Mobile Marketer article, Elizabeth Farrell–Ad Sales Director for The Weather Company–said, “The more people you reach the more albums you can sell. When looking for partners for this campaign Sony thought The Weather Company would be a perfect fit with AC/DC and their iconic lightning bolt.”

For more information on this partnership, read the full article here.

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