When
Pokémon Go it's trend over all the world Ricardo Chamberlain from Sony Music
Latin think that's the perfect opportunity to use this phenomenon to make CMCO
debut album the number 1 Latin album in the US.
The big
prize would be drive pre-sales of the album and generate a social buzz with a
PR-friendly story. So, would it be possible to relate the trend of using this
kind of geo-positioning game (Pokémon GO) to CNCO fans around the world on
viral way?
The answer was
Landmrk platform, an England software geo-positioning enterprise. The strategy
would be dropped a new song from their upcoming album into a geographical
location for fans to unlock using a CNCO-branded map on their mobile phones for
a limited time each day. In this specific location fans could use Facebook to
create a personalized medal with their personal information, location and song.
All this
information was collected around the world in a dynamic leaderboard that showed
which country fans were the most devoted. Once the total goal of unlocks was
reached each day, additional content was available online for everybody.
This
campaign/game thrilled the fans and made them interact with the band in an
exponential upward curve over the course of the four day campaign. The result
was: trending topic on twitter, featured news on press media, debut among the
top 10 in 15 countries, including # 1 in Bolivia, Ecuador and Guatemala. Also
this album became the # 1 Latin album in the US. in 2016, dominating the
Billboard Top Latin Album Chart in the USA. And accumulated more than 1 million
streams on Spotify just after its release.
Reference sources:
http://www.ondacero.com.pe/noticias/internacionales/14804/cnco-primero-en-el-top-latin-albums
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