US company House of Blues New Media has joined forces with AMV.BBDO and Freud Communications to launch a new media marketing business called Traffic Interactive.
Traffic will specialise in driving high volumes of Internet browsers to advertisers’ Web sites by relaying exclusive content – typically, live events – through the Net.
“We’re interested in marketing driven by exclusive content,” explains AMV.BBDO communications development director Jonathan Obermeister. “We’re not only about Web sites.”
House of Blues was launched in the US three years ago by Hard Rock Cafe founder Isaac Tigrett. The business spans live concert and venue management, TV and radio production, print and music publishing.
Through alliances with software manufacturers, House of Blues can offer Traffic clients first, or exclusive, access to the latest software.
The aim is to combine the three partners’ strengths in branding, media manipulation and event production, Tigrett says. “Music is the international language,” he adds.
Traffic’s first client is Vladivar Vodka. The first activity was a virtual Supergrass concert relayed over the Web as the band played live in London last month.
This was used to launch Vladivar’s Web site which will now stage other live music events.
“On the Internet, the ad is the concert,” says Obermeister. “People will spend hours associating with your brand – if the content is right.” Traffic calls such online products “channels” rather than Web sites.