Ariana Grande is the latest artist to send her fans on a real-world treasure hunt for digital content, courtesy of location-based marketing startup Landmrk.

Label Island Records has worked with the startup to launch a campaign to promote Grande’s new ‘Sweetener’ album in the UK. Fans visiting the dedicated website on their phones can find their nearest ‘sweetspot’ on a map, then visit it to decipher a code on a nearby billboard.

There are rewards for this: tickets to Grande’s next UK tour, CDs, merchandise and “location-specific selfie filters” (2018 in a nutshell!) that they can use to share their achievements with friends and other fans. Note, not all the billboards are real: Landmrk is creating virtual ones too, which means that fans who aren’t near one of the physical out-of-home ads can still play along.

“This is a great use of technology to merge both a digital and physical experience and also encourage UGC content that then spreads the word organically,” said Island Records’ head of digital Claire Mas as the campaign went live. It follows another flavour of AR with the ‘Sweetener’ campaign that made its debut last week: a Snapchat lens promoting $20 face-mask merchandise in the US.

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