Detroit's Victorious Secrets named FreeCreditScore's new band

By David Kiefaber on Thu Aug 12 2010

As Experian's FreeCreditReport.com becomes FreeCreditScore.com, the company decided to pick a new band for its ads, too. But don't worry, the new guys are just as annoying as the old guys were. Detroit pop-rock outfit the Victorious Secrets, who attended the Be Sharps school of band naming, were voted the new FreeCreditScore house band after an online contest. Company spokesman Chris Moloney thinks the new group will catch on, boldly asserting that "America will embrace them just as the voters have." If they don't, it won't be for lack of effort. The Secrets will star in a $10-15 million ad campaign, with a series of TV spots from The Martin Agency (like this one posted here) set to debut during the 2010 MTV Video Music Awards. I can see the wisdom in strapping a new band to a new marketing effort for a new site, and as much as I may pick on the Victorious Secrets, their music is harmless and tuneful enough to appeal to a broad spectrum of viewers. Plus, musicians have to eat and pay rent, too. So as far as literal rebrandings go, no one can accuse Experian of doing things by halves.

Semifinalists crank it up in search for next FreeCreditScore band

Posted on Tue Jun 8 2010

Freecreditscoreband

It's no secret that Experian is saying goodbye to its FreeCreditReport.com band. The credit bureau is searching for a replacement band as it reinvents itself as FreeCreditScore.com. The band search was announced last month, and this week 12 semifinalists have been chosen from live performances held in New York, Chicago and Los Angeles. Visitors to FreeCreditScoreBand.com are asked to vote for four finalists. The company is accepting online video submissions through June 16—it has collected 31 so far—and bands from that pool can be voted into the final round, too. Then things will really get competitive, as Experian dangles a $10,000 prize and the opportunity to become the next face of FreeCreditScore.com, among other rewards. Based on the feedback we received to a story I wrote on Brandweek.com, consumers aren't exactly thrilled about the departure of the old band. Those guys have apparently made a long-lasting impression, and Experian must now face a bunch of unhappy groupies.

—Posted by Elena Malykhina

FreeCreditScore getting all Frisky with its financial advice online

Posted on Wed Jun 2 2010

You can ogle the couture outfits that Carrie Bradshaw wears on her Abu Dhabi vacation, but that doesn't mean you can afford them yourself. In fact, you might need to put the kibosh on your retail therapy before you approach a Tom Sizemore level of addiction. So says the affluent young-women-targeted Web site The Frisky, run by media conglomerate Turner, which has partnered for a year-long cross-promotion with FreeCreditScore.com. (Experian's FreeCreditScore is in the midst of a major ad and social-media campaign, ditching its old FreeCreditReport band and looking for a new one, and branding itself as a broader service.) The alliance with The Frisky, a site dedicated to celebrity news, pop culture, relationships, fashion and beauty, helped launch a new money-centric section that's tagged liberally with FreeCreditScore features, webisodes and advice. (The site's been ad-supported since late last year and now counts 3.5 million unique visitors per month, according to Omniture.) The branded content is syndicated, so it'll pop up in plenty of places where the demo hangs out online. It's another example of "contextually relevant advertising" that's all the rage with marketers and media sellers. The stories and tips gave me some financial rules I should ignore, armed me with five money questions to ask my "honey" and set me on the path to rehabbing my credit rating. Too bad it didn't justify my most recent shopping spree. Lighten up, it was a sale!

—Posted by T.L. Stanley


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