How Metaverse and Sony Music created a ‘Pokémon Go for country music’


Augmented reality (AR) startup Metaverse has been blogging about its recent partnership with Sony Music to create “a game like Pokémon Go, but for country music”.

This happened at the 2017 CMA Fest in Nashville, with the aim of spurring fans to save songs to playlists in streaming services, as well as discovering some of Sony’s emerging country artists.

“Fans downloaded the Metaverse app to their iPhone or Android Phone, and walked around the festival to locations marked on an in-app map,” explained Metaverse.

“When they were near an experience, they tapped it to launch the phone’s camera. They then held their phone out and spun around to find the experience, similar to finding a Pokemon in Pokémon Go.”

Those experiences included trivia questions, with prizes ranging from merch to meet’n’greets and VIP tickets. There were also music videos “floating above the crowd while fans were waiting for artists to perform” an Snapchat-style camera filters for fans to use in selfies.

“Analytics and targeting within these experiences allowed Sony Music to later identify their most dedicated and discovery-oriented fans, segmented by taste and preferred artists, and re-engage them after the festival…”

Stuart Dredge

Read More: Marketing News
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