MCM Entertainment

mcm entertainment produces several of Australia's leading music sites. Synonymous with Australian music, brands like Take 40 Australia and The Hot Hits are brought to life online by our dedicated in-house interactive production team.

The breadth of popular music and entertainment content attracts a broad audience, ranging from teens to Baby Boomers.

In addition to standard display advertising formats, mcm offers clients new and innovative online opportunities including audio and video pre-rolls within our own unique media player.

View mcm's online advertising specifications (PDF)
View mcm's interactive rate card (PDF)

Take 40 Grand to the Four Fashion Capitals of the World with Schick Quattro

For the launch of the new Schick Quattro razor for women, mcm developed a national promotion to capture the immediate attention of the young female target. A huge $40K prize was offered via an online microsite at take40.com with promotional support from display advertising, radio and magazines, resulting in more than 50,000 visits to the promotional microsite. more...

Client: Schick Quattro for Women
target: females 18-29yrs

the challenge

to maximise share of voice for the launch of the new Schick Quattro for Women razor
position the product as high performance and specifically designed for women
play on the word 'four' to reinforce the four bladed product positioning

the solution

a major promotion designed to capture the immediate attention of women 18 to 29 years
"Take 40 Grand to the Four Fashion Capitals of the World"
game of chance plus instant win
4 days in Paris, 4 in Milan, 4 in London, 4 in New York and $40,000 to spend
500 Shick Quattro for Women razors to be won instantly

the execution

radio and magazine activity drove target online to enter at take40.com or via SMS
promotional microsite housed on take40.com
weekly take40.com newsletters and banners linked to the microsite

the outcome

over 9,000 individual radio mentions across the country
53,000 user sessions on the promotional microsite
over 4 minutes average time online
44,000 entries
the perfect winner - 22 year old female

"in summer 2005 we were looking for a cost effective media vehicle to drive reach and top of mind brand awareness, complementing the TV launch of our latest and greatest razor, Schick Quattro for women. mcm entertainment developed a fully integrated promotional solution, that was implemented across national radio, online and magazines, to launch the razor. The promotion answered all of our objectives creating a big idea and noise at launch, reinforced our unique product benefit by playing on the word four, and positioned the product as being especially designed for women (which this promotion most certainly was!). The product launch was highly successful with sales forecasts and market share well exceeding objectives"

Rachel Pullcino
Group Brand Manager Schick
Energizer Australia Pty Ltd

Lion Nathan 'Tooheys New - Fire Up the Wallabies'

Tooheys New ran a major consumer promotion to coincide with the 2007 Rugby World Cup. mcm played a vital role in driving awareness of the 'Tooheys New World Record' campaign, engaging the target via a national radio programming promotion backed by an extensive online campaign. One of the key objectives of the campaign was to maximize exposure to the Tooheys New TVC, which mcm delivered using video pre rolls within the media player on take40.com. The take40.com competition received over 37,000 entries, 75% of which fell within the target demographic (sports fans 18-39yrs). more...

Client: Lion Nathan 'Tooheys New - Fire Up the Wallabies'
target: sports fans aged 18-39yrs

the challenge

drive traffic to tooheysnewworldrecord.com.au, a promotion created by Tooheys around the Wallabies to build the worlds largest photo mosaic
expose the Tooheys New TVC to the target audience
reinforce the brand's alignment with the Wallabies and the Rugby World Cup
support the brand's core values - fun & excitement

the solution

run a national program promotion on Take 40 Australia that links the music environment to the Tooheys New Wallabies promotion and ultimately drives traffic to the New World Record promotion at the unique URL
support the promo with an extensive online campaign including video
develop a 2nd phase to the campaign that uses elements of the Take 40 Australia promo to build a exclusive content area for Tooheys on take40.com

the execution

phase 1 - full flash microsite on take40.com that a) solicited entrants to vote for their favourite 'fire up' song to win a plasma TV/camera, b) drove traffic to the New World Record promo and c) featured the TVC
national radio and online promotional support including med. rectangles and video pre rolls in the take40.com media player
phase 2 - a Take 40 'Fire Up the Wallabies' playlist compiled from the songs voted in phase 1 formed part of a dedicated content section on take40.com where Toohey's had 100% SOV of display advertising

the outcome

approximately 37,000 entrants in the promotion on take40.com
75% of entrants were in the target demographic
average click-through-rate of 0.23% (industry standard is 0.18%)
almost 900,000 online ad impressions
the media campaign with mcm contributed to the Toohey's New World Record promotion receiving more than 65,000 photo contributions and achieving an official world record!