The startup’s latest client is AWAL act Lauv, to promote the release of new album ‘How I’m Feeling’. The angle is that Lauv has hidden clips of the album’s tracks across the world, pinning them to specific locations using Landmrk’s platform.
“Unlock new songs by logging in from your current location. Share what you unlock using #howimfeeling,” encourages the official website, which fans must open on their phones to take part in the digital treasure hunt.
Fans can log in via Spotify, Apple Music or Facebook (although there is a ‘skip’ option) and then zoom in on their location (if they have location settings turned on). The exclusive content can be audio, video or an image depending on the location.
The closest spot to where Music Ally was when testing it was a six-second clip of the song ‘Canada’, a three-minute clip of the spoof documentary The One Man Boyband and a photo of Lauv sitting at a tiny table with a rainbow-coloured teddy bear.
A search of the associated hashtag on Twitter revealed others were getting clips of songs like ‘Who’, ‘Invisible Things’ and ‘El Tejano’ as well. According to AWAL, fans were able to unlock four song snippets in total before the album’s release, while the overall campaign had 10 snippets to unlock across 250 different locations.
Meanwhile, one snippet – of Lauv’s collaboration with BTS – was also tied in with a TikTok premiere. All in all, it was a neat activation that helps build anticipation among fans, while also capturing data for direct marketing in future campaigns.