Excellent mobile-first thinking with visuals that not only allowed users to listen to the new songs but also creatively displayed their back catalogue while allowing fans to easily put together their own playlists to drive additional streams on Spotify.
[Note, the text that follows was submitted by the team behind the campaign, rather than written or edited by Music Ally.]
Company
Virgin EMI
Team members involved
Luke Ferrar – senior digital marketing manager
Campaign breakdown
Budget: £2k – £5k
Audience demographic: 30% female / 70% male, London
Overview of campaign
Interactive visualiser to listen to the new Chemical Brothers album on Spotify, using mobile WebGL combined with the Spotify API (which has never been done before).
Three key functions:
Listen to a sampler of the album whilst controlling the trippy visual in the background
Create your own ultimate Chemical Brothers playlist and save/share it
Timeline of historic singles/albums
All of it was perfectly optimised for mobile.
Results and key learnings
16k visits
1 minute 15 seconds average dwell time
4,306 streams of the album samplers
994 playlists shared
2,856 visits to timeline
38% bounce rate
I’ve used the Spotify API for more interesting album samplers in my marketing activities this year. The API itself is vast and intricate and the possibilities are seemingly endless.
We were particularly proud of how this worked on mobile. It pushed the boundaries of Web GL in mobile browsing as well using your device’s accelerometor. Credit to Grant at NEU for building it.
Links and extra info
http://www.bornintheechoes.com
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