There is no more significant milestone in music than the 50th anniversary and this year The Who are celebrating that landmark. A year-long series of releases, initiatives and events that are designed to capture the imagination of a new audience and increase the level of excitement amongst the existing fans. Highlights include a UK arena tour and greatest hits collection, featuring new track, ‘Be Lucky’. Opportunities l Build a campaign to surprise and delight fans – old and new l Introduce audiences to the deeper catalogue and spotlight hidden gems. Pete Townshend gave us a quote that became a branding strapline for the compilation: “All the hits, picks, mixes and misses.” l To cement the band’s interest in technological innovation Highlights Immersive mobile & Oculus Rift apps We worked closely with The Who, technology company Immersive and Trinifold Management to create an innovative 3D mobile app and the first ever artist app using Oculus Rift. The apps use interactive technologies to produce music and visual experiences around the band’s rich heritage, helping to create a deeper engagement with fans. The experiences are now available for free in app stores for mobiles and tablets and soon to be released as a premium version available on VR headsets. Spotify jukebox Pete Townshend provided a rare personal critique for each Who album – and we used the content to create an interactive jukebox powered by Spotify. This was promoted heavily within and by Spotify, helping to attract a new streaming audience. Social communications, games and content l Our online pinball game was an instant hit. Social sign in and sharing functionality within the game ensured maximum reach. l Our 50 Fascinating Who Facts microsite was designed to impress the loyal enthusiasts and to intrigue the casual fan. The page refreshed with a new fact daily (at 5:15) and we drove repeat engagement via clues seeded out via social media. l Universal Music partnered with the Teenage Cancer Trust for the first time to present a special evening at Shepherd’s Bush Empire in London to celebrate The Who Hits 50. A stellar line up including Eddie Vedder, Liam Gallagher and Geddy Lee covering Who classics and Roger Daltrey performed for the finale. The event was promoted exclusively via the band’s social profiles and content was showcased in real time.