“Sweet!”
“Fun!”
“Awesome ♥”
“Wicked app!”
We at MXP4 are incredibly proud that these are all real comments from real fans about our interactive music advertising campaign for superstar DJ and producer Mark Ronson’s latest recording. Thanks to social media monitoring company Wavemetrix (who described the app as a “Brilliant Idea”) we can share some analysis that shows the campaign was an absolute success.
The campaign, run in partnership with Spotify and Sony music, invited Spotify users to play with and mix three Ronson tracks – Bang Bang Bang, The Bike Song and Somebody To Love Me. The Wavemetrix data shows that, by adding a game-like interface where users can play with music, we were able to engage fans and get them even more excited about the new record.
And what’s really evidence of how MXP4’s music gaming apps can be used to create advertising that’s as compelling as content is the amazingly positive buzz that our interactive ad received. Fans who left comments loved it, and 54% went so far as to say they may buy the record.
MXP4’s social music gaming apps are a great leap forward from traditional audio and banner advertising. Sony Music UK new-services account manager Louise Gitlin told Billboard Magazine the ad generated an “absolutely phenomenal response and click-through rate” adding that it allowed them to add something cooler to what can be a “boring advertising format.” As this campaign proves, bands, brands and advertisers can leverage the increased engagement offered by such an immersive, game-like experience to increase engagement, viral distribution and even sales.
[Additional thanks to Warp Records]
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