Deezer is a music platform that is launching in the UK, and with competitors like Spotify they need all the attention they can get.
To promote the music platform they asked people to log in to Facebook and select their favourite song and explain why it is their favourite. Then a bunch of artists take your song and reason for loving it and illustrate it on a postcard that will go alongside 999 others on the wall of the gallery. The postcard will then be sent back to the person who posted the song.
You can see the wall in real life in the gallery [Truman Brewery, off Brick Lane), but you can also experience it online, and through the magic of technology and Deezer, listen to the 1,000 tracks that got illustrated (provided they’re in the Deezer catalogue)…
Why do we think it’s brilliant?
- They tapped into the insight that EVERYONE loves sharing their favourite song because it makes them feel special and unique (I know I did when I was posting Nine Inch Nails…).
- They created something that is DIRECTLY linked to the product: the strapline is “where music comes alive” and they actually make it happen.
- They chose a very strategic place – being in Brick lane is definitely right, if you want to get the cool kids to get on it.
- They’re capturing people’s data (name / email / home address / music taste
- They get loads of impressions – both on Facebook and Twitter because they also ask people to share the experience on Twitter.
- And for anyone who was reluctant to try it, there’s also a nice incentive with prizes to win (from Deezer subscriptions to a really nice speakers…)
So, a really nice engagement idea for Deezer and the agency behind it, Bounce, all very well tied together in a campaign that will hopefully make the noise it deserves.
Try it for yourself: https://apps.facebook.com/deezermusicwall/