We knew that we could harness the rollout of Jaykae’s ‘1000 Nights’ ft. Jorja Smith single as a key moment to: 1) begin to build his mailing list; 2) begin to build direct-to- fan conversations.

Jaykae has been heavily engaged in conversation with his fans on Twitter for several years, so we knew that a phone-in/SMS tool for exclusive communications to fans would be perfect to do this.

We chose to do this using Superphone. Our initial activation was revealing the phone number. We did this with a soft activation first, hiding his phone number in three of his Spotify Canvases.

Jaykae teased his fans on social media with the treasure hunt, resulting in a spike in streams and a buzz amongst his fans. Next was our hard push: for this we created a digital billboard ad next to the busiest road into Birmingham city to broadcast the number.

We also created a promo video of the billboard for all of his social channels with the title “TEXT OR CALL ME”. We recorded a voicemail from Jaykae for the answerphone and fans who texted in were sent a contact form to sign up to in order to receive exclusive updates. In one week we took our mailing list from 250 to 2k+ contacts with 4k+ conversations.

We then began to tease ‘1000 Nights’. Jaykae told fans on social media that he had big news to announce but only phone contacts would be notified, leaving the number again for people to sign up. This created another spike in new contacts. We then teased the release date, a picture of Jaykae and Jorja Smith together and a “call me to listen to a preview” message leading to a cryptic voicemail of the track to phone contacts only.

We have continued to utilise the tool to tease new content, pre-order links and even a call-in activation shortly after the single was released, where fans could actually speak to Jaykae within a 30-minute window providing they entered a four-digit passcode, using the “1000” in the song’s title for this, giving fans the YouTube video link as the clue to drive views.