New Mariah CD To Have Ads, Cross-Marketing Product Placement
August 4, 2009 at 3:40 PM (PT)
MARIAH CAREY's upcoming CD, "Memoirs of an Imperfect Angel," will feature a 34-page insert in the CD that will feature advertising, and the CD will be sold at certain retailers outside of the music departments. MTV.COM reports that the liner notes booklet, a collaboration with ELLE MAGAZINE, will include ads from ELIZABETH ARDEN, ANGEL CHAMPAGNE, CARMEN STEFFENS, LE MÉTIER DE BEAUTÉ and the BAHAMAS BOARD OF TOURISM.
The ad-supported booklets -- also available in a digital format for downloaders -- will appear in the first 1 million CDs in the U.S. and the first 500,000 overseas. If this does well, BRANDWEEK predicts similar, if not bigger branding deals for future product by RIHANNA, BON JOVI, KANYE WEST and other IDJ acts.
IDJ is also taking steps to promote and market the CD "outside of traditional music stores and the constantly shrinking music aisles in large retailers like WAL-MART and TARGET. At WAL-MART, the CD will be featured outside the music section in a special display coordinated with CAREY's new ARDEN fragrance, Forever, which will be advertised on the booklet's back cover. The CD and perfume will also be displayed together in the stores' beauty departments."