SPARK | Using music lyrics as a powerful marketing weapon
Spark Marketing Entertainment is an independent and international music and entertainment consultancy providing tailor-made one-stop solutions for its clients.
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Using music lyrics as a powerful marketing weapon


Spark researched and cleared music lyrics for worldwide “BMW Motorcycle” campaign.

BMW had re-launched their ‘R 1200’ motorcycle as the ‘unstoppable’ ‘R 1200 R’. Spark researched and cleared music lyrics to fit the positioning of the bike on behalf of BMW’s agency Serviceplan. These lyrics were used within print advertising, the catalogue for the motorbike, price tags, POS postering and online.

Matthias Bauss, Managing Director of Spark London and co-founder of Spark said: “Using music lyrics in print advertising is interesting and different. Although consumers obviously don’t hear music when looking at a print ad or catalogue, the music starts ‘playing’ in their heads. It brings all the associations of the songs with it, and most probably encourages consumers to recall the ads and catalogue for longer and in more detail than otherwise. This is achieved at a fraction of the cost of using real music in a TV or radio ad”.

Spark provides a one-stop service for research, negotiating and agreements for the use of music lyrics.