Devoted to online marketing, viral marketing, and web marketing

If you're a fan of Ozzy Osbourne, you already know that this summer's Ozzfest was advertized as being free to the fans. And for the most part that will be true. The major reason being that it will be presented by corporate sponsors.

First of all, the cost of free can be expensive at times, as the steps you have to take to get the free tickets is somewhat detailed.

Here's what you must do:

"First, you have to send an e-mail requesting tickets, and then wait for a confirmation e-mail containing a link to the Web site of one of the tour's various sponsors. Next, you have to wait until June 12 before you can enter that code on some other Web site to redeem two tickets to whichever date you'd like to attend..."

Now the other side of it is for those that want to get real close to Ozzie, there is an alternative: The "Party Like a Rockstar" package, "I'm Part of the Show" package, and the "Platinum" package.

Each of the packages offers a little more access and closeness to the final package which is limited to only 10 guests per show. With the Platinum package, you get to meet personally with Ozzie and the band, and receive a certificate from Sharon Osbourne, along with the perks from the other packages as well.

The idea in all of this is to see the tremendous power that offering premium products or services can do for an online marketing campaign.

What I like about the marketing with the premium packages is their focus on exclusiveness and how they graduate to more access as they go up in price. Another great idea is that the "Platinum" package is being offered via auction, so the true fans will be bidding things up high, as the starting bid is at $1,000. This will create more interest and competitiveness among their fans too.

The power of offering premium products or services is the feeling of inclusion into the inner circle. This is a powerful motivator for fans and consumers. It's a real ego booster and makes them feel special. People are willing to pay a lot for that privilege.

You can see from the way the festival is being run, that although general admission is free, there are all sorts of alternative ways that it is being monetized. There will be sponsorships, premium packages and music sales at the concert.

The other thing about offering free concerts, or whatever we are selling, is that there is an appreciation factor among many that encourages them to buy backend products and services; which are also being offered at the Ozzfest.

It's just a powerful campaign they've created, and is a great example of how to bring differing methods to a marketing campaign.