Releasing a single is an exciting thing, but like any content strategy a major challenge is always how to generate press attention and cut though the noise. This is where Harleymoon’s team and we connected. The plan was the use VR to market music performances for audiences to be able to experience it like a Live performance. How would they find out about the release? Increased media coverage!
USP – Use VR to market new music
By choosing the use VR to market new music, Harlymoon has created a newsworthy USP that increased the expected coverage of the release tenfold, with publications keen to be the first to cover and feature the VR experience.
Through this process we achieved greater market impact for the artist as well as greater engagement and traction from the market, both from other industry professionals and publications and the consumers themselves.
You can see some of the VR content below from her first performance on the track “Lucky”. If you’re using a phone, just click and play! You can use your phone in portrait or landscape, though landscape is better. On a computer? It’s click and drag!
The Challenges:
- How to generate the most press attention for the release
- How to cut through noise and gain the most audience awareness
- How to create a stronger connection between the artist and audience
The Solutions:
We created a Virtual Reality performance that allowed fans to use their cell phones, tablets or headsets to watch the performance as if they were really there. In addition we created a range of social friendly lead funnel media that allowed partners to add stories and posts with call to actions that effectively drove followers, users and press to the Virtual Reality performance. The uniqueness of the VR helped gain valuable press coverage and user interest in the artist and the track.
Find out what we can do for your brand and audience by contacting us.
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