Amazon.com launched a fairly brilliant introductory marketing campaign for its new Cloud Drive music service, but demand seems to have exceeded even Amazon's expectations. By tying a one-day sale of Lady Gaga's album Born This Way to sign-up for a Cloud Drive account, Amazon.com drew millions of people who wanted the 99-cent album download and were more than willing to sign up for Cloud Drive to get it. As a result, Amazon servers were overwhelmed and many of the requested downloads didn't occur.
Amazon quickly took to Twitter to ensure that everyone who attempted to download the album would receive it at the promised price of 99 cents. And while the bandwidth snafu is a bit embarrassing for a leading technology company like Amazon.com, it speaks to the enormous power of Lady Gaga's brand and the devotion of her fan base. And, it's also important to acknowledge the incredible bargain of downloading an entire new album from the world's most popular artist for about 10 percent of the cost of the same album on iTunes. Such a bargain is always a tremendous motivator for consumers.
In any event, Amazon seems to have succeeded in getting a slew of new accounts open with its Cloud Drive service, which was the ultimate goal for the one-day promotion. With Apple expected to unveil a similar service in the coming weeks, it was important for Amazon to at least gain a foothold before Apple's launch likely overwhelms the market.
Amazon quickly took to Twitter to ensure that everyone who attempted to download the album would receive it at the promised price of 99 cents. And while the bandwidth snafu is a bit embarrassing for a leading technology company like Amazon.com, it speaks to the enormous power of Lady Gaga's brand and the devotion of her fan base. And, it's also important to acknowledge the incredible bargain of downloading an entire new album from the world's most popular artist for about 10 percent of the cost of the same album on iTunes. Such a bargain is always a tremendous motivator for consumers.
In any event, Amazon seems to have succeeded in getting a slew of new accounts open with its Cloud Drive service, which was the ultimate goal for the one-day promotion. With Apple expected to unveil a similar service in the coming weeks, it was important for Amazon to at least gain a foothold before Apple's launch likely overwhelms the market.
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