Universal Music Catalogue has launched a new Facebook game for its new wave compilation Going Underground. The app, which was created by UMC’s digital team and Airborne Digital Media, takes the form of a quiz about the artists and tracks on the album. Fans have to beat the new wave intro, guess the lyrics and tag album sleeves, with links provided to various digital stores to buy the compilation itself. “For record companies, Facebook pages have always been about frontline acts. Compliations are a bit different because you don’t have a band or brand to directly engage with so we have to find new ways to get the word out there,” says UMC’s head of digital Ronan Mason. “Being able to share the game so easily also means we can get it on to the pages of the artists featuring on the compilation, thus widening participation even further. We have built games before in the past, some of which have had over 20,000 plays, so we know it’s a great way to spread to word virally.”
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