Overall, there are some positive points. We’re certainly grateful for the title, much of the story, the commercial embed and the links.

However, a couple of clarifications need to be made.

2Scoops isn’t a jingle. It’s a song. Jingles are typically brand centric, last no more than 30 seconds, aren’t picked up and played on radio stations across the country, or available for paid downloads.

The “strategy isn’t new” comparison to Hannah Georgas’s track, introduced this past summer in a Walmart commercial, isn’t quite right either.

2Scoops was first introduced in a Credit Canada commercial a year earlier. During the course of the year, it was picked up by Universal, has received credible and favourable reviews from the Huffington Post, the BBC, Strummer and others, and as noted above, is playing on radio. Most of this was helped along and the Credit Canada message extended through social media marketing exposure. Which is new and different.

According to easily found articles, Hannah’s Walmart track hasn’t been produced as a full length version yet.

Finally, the last sentence states:

So far, the greatest success for 2Scoops has been in the United States, where Credit Canada doesn't operate.

Actually, no. Currently, 2Scoops is only available for download in Canada and is playing on radio coast to coast. With the release of her upcoming album featuring the song, Michelle Harding will also be touring Canada.

Credit Canada is mentioned in most of the reviews. The commercial is embedded on many of the social apps and pages promoting the song and because of that, quietly accompanies the song wherever it travels.

It is, however, the internet we’re dealing with. If people like something well enough, it’s likely to spread beyond borders.

We’re pleased that it’s receiving attention, favourable reviews, spins and accolades in the U.S. and England – where we plan to release it in the new year.

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Click here to download:

2Scoops at the HMMA's.mp4 (3789 KB)

The Hollywood Music in Media Awards is an interesting and very different awards scheme for the music business. Unlike other shows, it recognizes the importance of music in all media. Until now, most music awards shows typically recognize music as standalone entertainment.

But where would movies and television be without music? It's an integral part of all entertainment, including advertising, games, events and the internet. It's an integral part of our lives.

The song '2Scoops' also represents an interesting and different scheme for brand communications. It's one of the first times (if not, the first time) a full length song, originally written and launched as a 30 second track for a TV commercial, has been picked up and distributed by Universal Music, top 40 radio and music video channels.

2Scoops has attracted conversation, reviews, comments, posts, listens and video views across the internet and in traditional media as well, with both the BBC and CBC writing about it.

Through the song (as social object) and the use of social media, Credit Canada has extended its reach and message well beyond traditional campaign flights and reaped the benefits because of it.

As most know, a common practice with music in advertising is to purchase the use of popular songs. This works. It can help gain a lot of attention. But often the attention is gained in favour of the song, singer, or band, rather than the brand. Blackberry's recent campaign, "We love U2," is a good example of that.

Another problem is the marketing limitations. Not to mention, expense. It ain't cheap.

'2Scoops' demonstrates that brand marketers can benefit from original music to gain as much, if not more traction than paying the ransom of renting existing pop music. It also shows that if the song becomes popular, it can bring the brand and it's message along for the ride. Something a brand cannot achieve with an already known and existing popular song.

The runner up to '2Scoops' was the MTV award winning 'Everywhere' by the pop star Michelle Branch. Which cost Chase Bank a fortune, I'd wager. With little ROI.

If you're interested, you can read more about the Credit Canada case and 2Scoops here.

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2Scoops has generated mountains of press already and there's still more coming in. Like this BBC article. Not bad for a song we originally penned for our client, Credit Canada.

Through the use of social media and the song we have been able to spread Credit Canada's message well beyond the confines of a traditional media flight.

The note below is from Daisy McLean, of Two Worlds Entertainment - Michelle's manager.

OK, so when I received the politely structured email from BBC I could hardly believe my eyes. Could they please have a picture of Michelle to publish alongside and article the editor was writing about the music industry, (I believe I sent them ALL my pictures). And today I received my long awaited copy of the magazine. Forgive me for having written all over it, I was excited.

"could be a name we'll be hearing more from in the future" -- Oliver Moreland, BBC Focus

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Via, Sugarcain Entertainment: Some of you may recognize Michelle Harding’s bubbly first single 2 Scoops from the Credit Canada commercial it first appeared in late 2008. With its infectiously playful backbeat and what feels like early 1960’s pop horn accompaniment, 2 Scoops is a charming first release. Michelle’s voice has a certain smooth je ne sais quoi that seems to hang on the last syllable of every word she sings. The peppy melodic verses and up-beat tempo of the chorus give this song a free and flirtatious appeal. If I’m being totally honest, it had me doing a shoulder dance after the first listen!

Look out for Michelle’s debut album entitled Laughing Silent Dancing Still which is set to be released Feb 14th, 2010.

So-far-so-good!

Rock. Roll & Write,
Juliette Jagger

Photo courtesy of Niki Taylor.

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