The TouchTunes National Jukebox Day sweepstakes was designed to celebrate one of the biggest bar nights of the year by leveraging the power of music and an iconic rock band, Metallica, to drive TouchTunes app engagement and awareness. National Jukebox Day, the night before Thanksgiving, is a time when bars are packed with people looking to have a great night out connecting with family and friends - making it the perfect opportunity to showcase TouchTunes jukeboxes.
Our core idea was to integrate Metallica’s legendary status into the TouchTunes ecosystem, creating a campaign that would resonate with both die-hard fans and casual music lovers. The sweepstakes was designed to incentivize music plays on the TouchTunes app by offering an exciting grand prize: VIP tickets to Metallica’s Philly tour stop, a meet-and-greet, hotel accommodations, travel funds, and exclusive merchandise.
Goals:
The campaign blended digital engagement, out-of-home (OOH) advertising, and social media amplification to drive TouchTunes app engagement while celebrating one of the biggest bar nights of the year. By partnering with Metallica, we created a unique, music-driven experience that encouraged real-world social interaction.
Plan of Action
The campaign centered around a play-to-enter sweepstakes, where users had to play a Metallica song on the TouchTunes app to enter for a chance to win a VIP Metallica concert experience. This approach directly tied engagement to the jukebox experience, reinforcing TouchTunes’ role in bringing people together through music.
To maximize reach, we leveraged:
Execution and Key Features
Launched on November 8th, the campaign used a multi-channel approach, including:
Metallica’s engaged fan base amplified the campaign, with posts featuring band members James Hetfield, Lars Ulrich, Kirk Hammett, and Rob Trujillo becoming some of TouchTunes’ highest-performing content.
Challenges & How We Overcame Them
A major challenge was reaching a younger audience while keeping Metallica’s core fan base engaged. The band’s following skews older, while TouchTunes aimed to attract younger music lovers.
We tackled this by:
What Made This Campaign Unique?
The campaign wasn’t just about a chance to win—it celebrated how TouchTunes brings people together through music in shared spaces. The unique entry mechanism, playing a Metallica song on TouchTunes, set this campaign apart. Instead of a basic sign-up, this method drove real engagement, reinforcing the social nature of jukebox experiences.
This campaign stood out by:
At its core, this campaign reinforced TouchTunes’ role as a bridge between people, music, and shared spaces, proving that a single song—especially a Metallica anthem—can turn any night into something unforgettable.
The campaign successfully met our objectives by driving high engagement with the TouchTunes app, increasing Metallica song plays, and amplifying brand awareness through multi-channel marketing. The play-to-enter sweepstakes model proved highly effective in encouraging app usage and reinforcing TouchTunes as the go-to platform for social music experiences.
Key Results
Beyond the numbers, the campaign’s success was evident in how it connected people through music in shared spaces. The curated Metallica Jukebox Favorites playlist kept fans engaged beyond the sweepstakes, reinforcing TouchTunes' role in shaping bar and venue experiences.
