HMV has appointed R.O. Eye as its digital marketing agency for reaching niche audiences online. The agency will help HMV to target online fan communities to promote its ‘Steelbook’ exclusives – new releases and re-released classic films on Blu-Ray in commemorative tins. “R.O. Eye is helping HMV reach niche online communities to drive DVD sales,” said Steve Partridge, head of eCommerce at HMV. “We’re using a lot of social channels to educate appropriate audiences about new, exclusive and relevant releases.” HMV is also using Facebook to re-engage with customers who browse on the site but abandon their baskets.
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