31/08/07

Fuse Digital on song for Tuborg

Award-winning Leicester-based digital marketing agency Fuse Digital has created a major new music-based social networking portal for Tuborg, one of the world’s fastest growing brands of beer – www.tuborgmusic.com.

Tuborg, which is owned by Carlsberg, has a long standing involvement in the music scene. It is the official beer, for instance, of several of the largest music festivals in Europe, such as Roskilde in Denmark. In an effort to further broaden its appeal, Fuse Digital was recently commissioned by Tuborg to create a site that would enable its target audience, 18-25 year-olds, to find out more about the hottest bands touring the UK.

The first phase of the site, which went live this month, sees Tuborg partnering up with Live Nation, the live music company, to enable visitors to read reviews of the bands, find out where they will be playing in future as well as buy tickets.

The management of the gig reviews is being overseen by Fuse Digital’s sister company, Bray Leino, which was brought in recently to recruit the best up and coming music journalists to write the reviews. Not only will they review gigs in their area but they will also give them a star rating, with the Top 10 rated gigs featuring on the home page. Edited reviews will be uploaded within 24 hours of the gig.

It also contains exclusive promotions and ticket giveaways to major events such as Fflam 2007. A site has also been created on myspace.com to help spread the word among its users worldwide. The second phase of the site is scheduled to be launched later in the year.

Said Rik Pipe, Account Director at Fuse Digital: “Tuborgmusic.com has been designed with the music lover in mind. Not only is the site packed full of reviews from some of the best up and coming music journalists around but it also has links to where these bands will be playing over the coming months thanks to Live Nation. It’s been a real challenge creating a site with this type of content but we are delighted with the results.”

Fuse Digital has been working with Tuborg since the start of 2007. Recently it redesigned its main site, www.tuborg.co.uk, prior to its re-launch in May.

Added David Caffrey, Brand Manager at Carlsberg UK: “Tuborg has supported the cutting edge music scene in Europe for a long time. We have always wanted to do something closer to home and www.tuborgmusic.com enables us to do just that, giving people a unique opportunity to find out more about the best new music around free of charge.”

Posted by Fuse at 09:54 | Back to What's New