The Office Turntable — the best promo mailer ever

The internet has induced a real attention deficit disorder across society, and grabbing the ear and eye has to be achieved in nanoseconds if your endeavours are to succeed. And realising that demo CDs are often treated like spam, Kontor Records needed a way to promote a new track from Boris Dlougosch, thus kicked it old school, with a generous lump of new school to create the coolest mailer you have ever seen. I would be very happy to get The Office Turntable every damned day.

Kontor Records Office turntable vinyl


This is pretty ingenious — knowing that almost nobody has a real turntable in the office anymore, the mailer folds out to be a 2D Technics turntable, complete with neon orange vinyl, and is activated by scanning a QR code on just about any smartphone.

I’m assuming that this is reusable, and that a new QR code will be needed, otherwise it’s a one time use thing. Obviously this isn’t sustainable in the long term, but is a very smart way to immediately grab attention. If anyone has one of these, I’d love to get one for my collection. I’ve got a bit of an orange vinyl fetish right now. I might decorate a whole wall with them.

  • Onno Suave

    Absolutely LUVING it!

  • itsgiosonic

    Amazing!

  • bad to the bone

    Retarded, and you’re both idiots for loving it.

    • http://djworx.com/ Mark Settle

      1. Your language is harsh for what is a bit of promotional fun.
      2. No name calling. If you can’t post politely and constructively, then don’t post at all.

      • sureshot

        Looks like the trolls woke up from under the bridge where they lay.

        • Byron C Mayes

          They’re just jealous that they didn’t get one.

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  • AENSLAED

    Great combination of old and new… besides, who doesn’t want an orange vinyl?

    • bad to the bone

      It’s a piece of cardboard you fuckwit.

      • http://www.mobiledjforums.com/ GroovinDJ

        No it’s not. If you read the article it clearly states that it’s vinyl. Also if you follow the second link in the article and watch the video, it states once again that’s it’s vinyl.

  • S.Hulley

    Nice idea. I have a huge soft spot for cool but ultimately unnecessary technology

  • Abdias Ernesto Garcia

    This is awesome! I’m waiting on my first vinyl release to be pressed and this is just wicked! Thanks for sharing

  • Joey Webb

    Me being the old stubborn vinyl head that i am, i love it.

    Just like AENSLAED said, great combo of old and new. Will this ever be available for us regular folk :-)

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  • Jenn

    Conceptually it’s pretty cool, but why wouldn’t anybody in the music industry NOT already have a turntable in the office? Does the sound quality of the phone match that of pro audio speakers? How does the phone make up for the physical textures of the vinyl itself and the needle and the randomization of tiny pops and crackles that make it distinct? I would honestly feel insulted and my work cheapened if I knew a record I’m sending to somebody is going to be listened to this way.

    • http://djworx.com/ Mark Settle

      I feel you’re missing the point of the Office Turntable. This is nothing to do with pro audio speakers or vinyl quality – it’s simply a clever stunt to get someone to actually listen to this particular release, rather then simply put it straight in the bin. I suspect that most tracks get sent out digitally anyway. Even though I have nothing to do with music, I still get endless emails with links to tracks, none of which I ever open. But you can guarantee that if the Office Turntable arrived, I’d be certain to give it a listen.

      • Jenn

        yeah I get that, but it’s not like they are listening to it in it’s full capacity, it’s a good promotional tool for some I guess. I guess I feel that you shouldn’t have to use “stunts”. The right music will get to the right people. What do you mean by “you have nothing to do with music”?

        • http://djworx.com/ Mark Settle

          I don’t work for a record label, A&R company or generally am anyone who would receive the latest tracks for promotional purposes.

          I can only imagine how many tracks the likes of DJ Mag get. I expect all manner of stunts are pulled to get fresh music under their noses.

          • Jenn

            Ok top to bottom this is what is wrong with the music industry. Tactics like this.Here’s why I think this doesn’t benefit anyone:
            1. The vinyl record becomes unnecessary in the box because it’s not rotating under a needle, just send a paper record if you are going to throw a smart phone on top to “read” it.
            2. It’s people’s jobs to go through music sent in, ya sure it gets thrown into bins, somebody will get to it eventually. Their job is to find great music, if it’s great, if will be found!
            3. This is the equivalent of people throwing sparkles and perfume all over a resume and sending it in=annoying and bothersome.
            4. Stop trying to make things easier for the advertising industry.
            5. DJ Mag etc..they all have the proper turntables in their offices.
            6. If the medium is the message, then you are jeopardizing the content.

            • I_usta_b_a_leader

              Do you not know how marketing works? Its about standing out and getting people’s attention, so that the competitor gets forgotten. Thats why people do things like this. A huge part of the music industry is the marketing. People want to experience something, and have a connection with it.

              Here’s why I think you’re arguments are less than solid:

              Point 1 – That would’ve been boring, and no one would’ve thought it was interesting. Why go to the effort to create a half assed marketing campaign?

              Point 2 – So what if they have people to go through music. What if that is some idiot intern? Then it might get passed over because they are in a bad mood and go in the trash bin. This stands out in an interesting way and gets people to pay attention. Also, you don’t think people called their colleagues in to see how cool it was?

              Point 3 – Your analogy is lazy. This is a very interesting angle to take with marketing. Its something that nobody else has done and it makes you experience the music in a different way. They didn’t just send some shit in, they put thought behind it.

              Point 4 – You have apparently never tried to get noticed in any arena of your life. They are not trying to make it easy on them, they are trying to get the audience to focus on THIER promo and ignore the rest. That.Is.Marketing. That is how it works.

              Point 5 – That does make sense.

              Point 6 – You might have a point with this, but I think in this case, instead of sending in just the music for people to listen to, they have given them a sensory experience. They held the record, They had to figure out how to get the music to play with a cardboard “turntable”, they can move the fake needle, AND they are listening to the music. The more sense you can stimulate the more people will remember it. Thats important with music, you want people to go to a record shop see a record for sale with orange vinyl and think “aww man that weird promo was so cool”. it instills it in their mind.

              • Timber77

                And here I was, stupidly thinking that it is actually good music that gets you noticed…

                • http://djworx.com/ Mark Settle

                  And this is exactly how to get noticed in amongst a mountain of other good music. It’s pure marketing, which is key to selling anything.

                • six6sixwitch

                  That was BEFORE the dark ages we live in

            • sinjntek

              i don’t think you’re wrong, but you argue about how things should be rather than how they are. you neglect to appreciate that someone recognizes how difficult it is to capture the attention of key people in todays world, and has devised a way to improve an artists chance to be heard.. while paying homage to a beloved medium that is widely associated with music. ..and why not a medium? how else would you propose to make a musical statement visually? a statue? a dazzling lightshow? my point is you can’t change how things are, only inspire the change and hope it catches on. i say if theres a chance of cutting the long road of waiting to be heard, take it. or don’t, but also don’t thumb your nose at those who do things differently.

    • http://djworx.com/ Mark Settle

      I feel you’re missing the point of the Office Turntable. This is nothing to do with pro audio speakers or vinyl quality – it’s simply a clever stunt to get someone to actually listen to this particular release, rather then simply put it straight in the bin. I suspect that most tracks get sent out digitally anyway. Even though I have nothing to do with music, I still get endless emails with links to tracks, none of which I ever open. But you can guarantee that if the Office Turntable arrived, I’d be certain to give it a listen.

  • Dick

    Bullshit.

  • Peter

    Serious question here. is the vinyl necessary for playback? seems like the QR code is whats doing all the work here.

    • Jenn

      exactly!

      • peter

        Right?! I feel like im on crazy pills how come no one has commented on that??

        • I_usta_b_a_leader

          I also desperately want to know. It would be awesome if the record had the songs on it too so that they could play it on a turntable as well.

  • zach

    This is pretty ingenious.

    • peter

      You’re right. QR codes are pretty ingenious.

  • sinjintek

    i wish they would do this for all new records. i could receive packages at work, not worry about them sitting outside at home in the sun/rain or getting stolen.. and i can have a quick listen right in my office.

    the packaging is beautifully done, i’m impressed by the concept. i like it, but i feel the novelty would wear off fast if overdone.

  • Timber77

    If someone can afford to press a run of actual vinyl just to use it as a prop in a ‘toy’ to create a momentary point of interest, do they really need to be sending out promos? Rubbish!

  • DJ STU-C

    wow a few mindless idiots are trying to turn DJWORXS into a troll site. totter off back to twitter with the rest of the twits and leave us to discuss the artform we love.

    as with the article its a pretty cool gimmick, as long as everyone doesnt jump on the bandwagon its quite unique. and if that piece of vinyl actually has the song pressed on it that would be perfect. im still partial to sticking the odd real record on my decks now and then:)

  • sureshot

    how do I get one?

  • BHCS

    The whole thing, while fun seems pretty redundant. Having to downloading a phone app just to listen to a promo track would put me off.
    And as for whats actually included, the vinyl might as well be cardboard – the phone is just playing music off the app. Am I missing something here?

    • http://djworx.com/ Mark Settle

      Yes – the entire aim of this is to draw attention to it, to make you open it, and ultimately to make you play it. It is pure unadulterated attention seeking marketing. It is a 100% gimmick with the sole aim of standing out from the hundreds of tracks that come out every week.

  • Samantha Emmenes

    Ingenious. I’d be thrilled to receive.

  • Amanda Love

    This is a great idea, how can anyone not understand the ‘impact’ of the mailer is there to attract from the norm! I love it and what we can do with smartphones now needs to be embraced…. more stuff like this please ;-)

  • http://printfirm.com/ Katherine Tattersfield

    This is one of the coolest things I’ve ever seen. Mad props.Shared this everywhere.

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  • Gina Testa

    Congratulations on a great direct marketing piece. At Xerox we run an annual competition to promote the best work from our best customers in graphic communications, and this would have definitely been in the running in the direct marketing category. Getting your message noticed to today’s oversaturated media world is an ongoing challenge if you’re not Justin Bieber. Dimensional mailers like this one that include unexpected objects in non-traditional shapes are a great way to get attention. Studies also consistently show that the best marketing results come from campaigns that smartly mix media as this one does—old and new, analog and digital, print and electronic. Another technique that works: relevant personalization that steers the individual recipient toward something you know they need or want.

    – Gina Testa, Vice President, Xerox Worldwide Graphic Communications Business

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  • http://www.discomusic.com/ Bernard Lopez

    Marketing done right and in a way that shows extensive thought went into the entire presentation. You would definitely have my attention if that had been mailed to me. Job well done!

  • Steeph

    Very Cool, is the orange vinyl also playable on a real turntable? I think this is a super idea. This was only for the partners of this label? Can I order it somewhere?

  • http://dslrvideostudio.com/ DSLR Video Studio

    Really cool retro idea with 21st century app technology via qr codes.

  • Mark M

    Clever clever clever! And just look at the ROI and coverage Kontor generated.

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