As Sigrid geared up to announce her new track, ‘Sucker Punch’, we wanted to have some fun with the track’s name by building up to a series of online Sucker Punch moments for her most loyal fans. We rolled out some teasers for fans to crack, which got them talking about ‘Sucker Punch’ and encouraged social engagement before its release.
Over the weekend before release, Sigrid started by posting some cryptic messages on Twitter, making clever use of the character limits. She then posted the dictionary meaning of SUCKER PUNCH across all of her platforms, utilising the design of the (then unseen) ‘Sucker Punch’ artwork.
Following this, an IM was sent out to Sigrid’s super fans on her messenger bot, asking them to solve a code amongst themselves on Twitter to reveal the single artwork and pre-save link. Twitter was alight with excitement as fans worked together to solve the code.
The track was announced with an augmented reality lyric video using new technology, which has a ‘smartphone’ aesthetic mirroring the masses of social content that populates our life every day, with the augmented reality twist. We then gave fans the chance to put themselves in the video with a new Facebook Camera Effect.
The next Sucker Punch came when four of Sigrid’s super fans–Cameron, Rosie, Esmè and Martin–thought they had been invited to hear the new track before its release and take part in a karaoke fan video in Soho’s Lucky Voice. What they didn’t know was that we had arranged for Sigrid to turn up and join them just as they were in the middle of their verses, ironically singing ‘I’m Freaking Out’!
The heart-warming video of Sigrid surprising the fans, filmed and edited by Rianna Tamara, was published across all of Sigrid’s social media platforms for everybody to enjoy.
The messenger bot fan task was solved in six minutes and the campaign saw a 50% higher engagement rate. As a result of the pre-engagement, we saw a higher engagement rates on posts around ‘Sucker Punch’ launch compared to previous track,‘High Five’. ‘Sucker Punch’ performed +5 times better than her average post engagement. And we drove 50% more Spotify pre-saves.
The karaoke video was shared by the likes of the BBC, Capital Radio, Universal and numerous Twitter accounts. We saw engagement highs of around 50% increase across the board. What’s more, we saw 100% positive sentiment across the board, with fans saying how cute it was to watch and how much it affirms Sigrid’s humble and sweet nature.
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