Music & Arts

Business Strategy

Music & Arts is the nation’s largest school music company, serving students, teachers and families since 1952. LANE leveraged Music In Our Schools Month, celebrated annually in March, to position Music & Arts as a passionate leader in music advocacy. LANE conceived and launched an integrated campaign, driven by Facebook, to encourage student musicians to practice daily.

LANE’s Pledge to Practice sweepstakes integrated digital, traditional, in-store and direct channels to connect with student, educator and parent communities. In return for pledging to practice every day for two weeks, participants were entered to win $2,000 of musical products from Music & Arts. More sweeps entries were earned with each daily pledge, and the contest site engaged students further with video, advice, products and offers. In addition, Music & Arts pledged a significant donation to its nonprofit partner, Give a Note Foundation.


Through the integrted campaign, Music & Arts reached and inspired nearly 2,000 student musicians. Within five days, the company surpassed its goal of 100,000 practice minutes and ultimately achieved a commitment of more than 235,000 minutes. LANE’s efforts garnered almost 9,700 new Facebook “likes” and 2.8 million impressions. On Twitter, the campaign generated nearly 2.6 million estimated impressions.

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