Podcasting

Hot Topic

Objective: With a strong brand affinity and customer connection bolstered through their in-store and online music experience, Hot Topic wanted to take their branded music even further by providing a relevant, free, music delivery service that was also portable.

Insight: PlayNetwork explored podcasting as the means to distribute a free, portable, Hot Topic music experience on iTunes and on the Hot Topic web site for them to keep pace with their on-the-go customer profile.

Innovation: PlayNetwork’s business innovation with licensing for podcasts provided the anchor and the delivery of free Hot Topic music via podcasting was achieved by utilizing the cutting edge of emerging podcasting technology and PlayNetwork’s well established programming skills.

Result: What was already a rich music experience for Hot Topic and its customers grew as over 30,000 downloads from four episodes have been launched, with ambitious plans for more, in light of the popularity and success. In addition to driving increased traffic to the Hot Topic website a stronger brand impression resulted as podcasting re-enforced the online and in-store music experience.