Making use of new apps and techniques can sometimes really pay off. We’ve seen similar moves with dating apps before, but this was a fun and interactive way to make the most of a well-known ‘party’ band and promote a stronger connection between fans and band (as well as making the most of a happening).
Note, the words below were supplied by the team behind the campaign.
Company
Universal Music Denmark
Team members involved
Samantha Foltmar – social media strategist
Wiebke Averbeck – product manager
Campaign breakdown
Budget: £0 – £500
Audience demographic: 38% female / 62% male, age 18-24, Denmark
Overview of campaign
We partnered up with the app Heaps (like Tinder, but for local parties) for the launch of the new album by hip-hop party band Vild $mith. We asked the fans to find the official release party on the Heaps app, and then swipe it, in order to get a match and more details, including the event’s location.
We made video teasers and posted them on the band’s Facebook page to raise awareness around both the party and the album. To get into the party, you had to show the chat window (with the match, with the band) in Heaps on your phone. In that way, you would have to take action to become a part of the party; in return, you’d be a special guest, with a personal invitation from the band.
Vild $mith is known for having a blast and throwing crazy parties when they perform live (in Danish “vild” means “wild”). Their breakthrough single from 2014 is a well-known party anthem, ‘Vild Idag, Syg I Morgen’ (translated: “Wild today, sick/hungover tomorrow”) and it’s been the cornerstone for the whole branding and mindset revolving around Vild $mith.
Their fan demography is equal to the users on Heaps – mainly youngsters aged 18-25. Since Heaps is all about having fun and bringing people together – with a focus on the party – it naturally seemed like a perfect match for Vild $mith.
Results and key learnings
Within two weeks, we had reached 1,200 swipes (with a goal of 500, since the event took place at a venue with a 350-person capacity). On social media, the band reached 50k people, which was five times their fanbase.
The direct connection between fan and band/idol offered value to the devoted fanbase, since they were offered a unique opportunity to party with the band.
Links and extra info
Heaps: http://heapsapp.com/
Vild $mith teaser video 1: https://www.facebook.com/vildsmith/videos/vb.438089969607388/8145006152996 53/?type=2&theater
Vild $mith video 2: https://www.facebook.com/vildsmith/videos/vb.438089969607388/81934801481491 3/?type=2&theater
Video from the release party: https://www.facebook.com/vildsmith/videos/vb.438089969607388/827261770 690204/?type=2&theater
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