Down The ‘Chute: FLR 11 Lead Ad Campaign For UMG Nashville

Growing your email list can be a daunting task for any company. When running a lead generation campaign, it’s important to make it worth your audience’s while!

We knew we wanted to garner emails and roll out FLR 11, a video series created by UMG Nashville that gave a behind-the-scenes look of the country music industry showcasing their own corporate culture, at the same time. Our solution? A flyaway sweepstakes that could serve as the perfect tie-in since the grand prize included a trip to Nashville and an exclusive tour of the UMG Nashville office!


In any industry, social media can provide a behind-the-scenes look to fans that they haven’t always had access to. This especially applies UMG Nashville’s audience, country music fans who are always interested in an exclusive look at the music industry! UMG Nashville’s FLR 11 series featured different employees that were working closely with fan favorites like Sam Hunt, Kacey Musgraves, and Kip Moore. The series performed really well on our social platforms, so we knew if we offered up something even better (a trip to Nashville and a chance to meet the some of the music industry’s finest), we could run a successful lead generation campaign!  


The FLR 11 series gave viewers a backstage look at the music industry and we wanted to amplify that! We wanted to create the perfect Music City getaway for our audience that would let them get up close and personal with their favorite country star’s record label.


Our team produced an engaging video that featured the contest prizes and rules that we could use to promote the giveaway across different social media platforms. After rolling out two episodes of the FLR 11 series, we put out the contest video that was branded with the FLR 11 logo to a familiar audience to be sure that it would catch the eye of those who were already aware of FLR 11.


Email can be an essential access point when you’re trying to communicate with your audience, but your followers aren’t going to give up their email address for just anything. I know I don’t! To run a successful contest where the point of entry was more than just a retweet or an Instagram follow, we had to offer the best grand prize possible. This included partnering with a hotel in town, the Country Music Hall of Fame, and Visit Music City so our prize winners would have the perfect Nashville experience. They’d also receive a tour of the UMG Nashville office and tickets to a show at the Ryman or the Grand Ole Opry featuring a UMG Nashville artist of their choice.


Throughout the duration of the FLR 11 series, we reached over 300,000 people across Facebook and Instagram. We also garnered over 7,000 emails for UMG Nashville’s email list at an extremely low cost per lead.

Looking to grow your followers through a killer giveaway? Whether you’re giving away a dream trip to Music City or some awesome camping gear, we can help!