See Things Differently
As anyone who travels on The Tube in London can tell you, the Katy Perry poster campaign was virtually everywhere you looked. On every station and escalator she was hard to miss. But our question is, why? What on earth possessed EMI to spend a large amount of money on such a poorly targeted market?
We predicted the Katy Perry hit months before it’s physical release based upon the buzz we saw in the online charts. And sure enough, when it was released it went straight to number one. But her audience is online! Big Champagne, iLike, MyStrands and Last.fm all indicate people are playing the track. So surely, if there was an advertising budget it would have been better spent on these sites, than on the Tube. Further evidence? Katy’s album doesn’t even make the Top 20 best sellers in September.