In celebration of the 50th anniversary of Emerson, Lake and Palmer, BMG crafted Out Of This World: Live (1970- 1997), a live box set comprising five of the band’s most iconic concerts. The title and accompanying artwork capture the cosmic, other-worldly atmosphere of an ELP concert.
Our challenge was to raise awareness beyond ELP’s owned socials in a way that felt creatively attuned to this aesthetic and aural focus. How, in a time more rooted to the immediately familiar than ever, could we bring the ethereal wonder of the ELP live experience to a worldwide audience? Our solution was to partner with leading Stargazing app Star Walk 2 to create a unique in-app experience for both native users and ELP fans on day of release. The app is a self-described “interactive guide to the wonders of the night sky”, fostering exploration of the celestial bodies above a user in real-time.
The ELP Mode was made available globally for a limited run of two weeks and was pushed to all free-tier app users via on-screen advertisement throughout the two-week runtime. When ELP Mode is active, users can observe a brand-new constellation in the form of ELP’s logo. If users explore closer, they’ll uncover pop-ups containing information about ELP’s anniversary and the Out Of This World product. The whole experience is soundtracked by music taken from the box set, neatly transposing the marriage of cosmic visuals and ELP’s live music into a digital setting with no real barrier to entry.
In addition to creative synergy, partnering with Star Walk 2 provided a significant extra route to market and awareness tool for both the box set and the band’s full catalogue. Though the box set is unequivocally aimed at superfans, the opportunity to celebrate this landmark anniversary in a space native to a significant, leaned-in and curious audience was invaluable.
Star Walk 2 has a large user-base with more than 15m total downloads across both iOS and Android. Of course, lifetime downloads are neither a reliable indicator of regular use nor a show of interest in music activations, so we were keen to observe how this partnership resonated with their audience.
We were delighted to hear that over a twoweek run-time, more than 25,000 individual users toggled ELP Mode and explored the activation.
We saw this partnership as an awareness tool and so we were elated to discover that around 4% of ELP Mode users had opened a trackable link containing purchase and streaming options, with over half opting to click-through to a service.
Since the activation launched there has been a total uplift of 17% across ELP’s full-catalogue streaming consumption.
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