We launched the Where is Lauv? mobile platform with 250 hotspots around the world on 4th March, two days before the release of Lauv’s debut album, ~how i’m feeling~. Six different selfie filters based on the Lauv album characters, as well as six different images and video links (leading to the One Man Boyband video series that had been published via Lauv’s YouTube channels in the weeks leading up to album release) were spread across these hotspots, with each hotspot featuring one of the six versions.
As the icing on the cake, we also hid fivesecond audio snippets of four previously unreleased album songs across the hotspots.
This meant that fans from all over the world were able to unlock one of ten different fivesecond snippets of each song in their respective locations. They had to team up with fans from other places in the world to piece the full audio snippet together, with the full length of each song snippet being one minute. The snippets were from the songs that featured other artists, with the aim to get the fans of the collaborator artists involved in this virtual treasure hunt. Another thing we did was to secure an exclusive preview for another snippet for the BTS feature track as an Easter egg on TikTok one day before album release and one day after we launched the Landmrk activation, so fans were urged to find this final piece as well right before the album dropped.
After unlocking all the content in their respective hotspots, fans could share their findings on their socials with the hashtag #howimfeeling. People immediately started sharing screen recordings of the audio snippets on Twitter, which led to the global fan community (and especially the BTS fans) collaborating in order to piece the tracks together. The activation started trending after only a few hours.
The idea behind the activation was to create a massive global buzz around the Lauv debut album a few days before release, with the main goals to collect user data for re-marketing purposes, turn casual Lauv fans into superfans and ideally turn fans from collaborator artists into Lauv fans.
Out of the 250 hotspots, 50 were in the US and the rest of them were spread out across the globe. We chose a massive radius for all hotspots, as the activation kicked off when coronavirus was already spreading and we didn’t want people to leave the house to unlock the content.
Only 15 minutes after Lauv announced and after our Asian teams had circulated the posts in their territories, the platform already had 12k visitors. The BTS Army were on the case!
After only 20 minutes, over 1,000 users from over 50 territories were on the platform at the same time.
Within the first hour, 17k users had visited the platform and 12k content unlocks had been actioned. In the same hour, BTS and Lauv fans had successfully teamed up on Twitter to piece together the ‘Who’ clip. #lauvxbts also became a Twitter trend in the US and UK.
Landmrk stats from 8th March (four days after release of the activation):
• Total users who visited the platform: 57,773
• Total content unlocks: 38,198
9,066 users have accessed the campaign via the social logins, which means we were able to collect their email addresses.
Compared to all their Landmrk For Music campaigns, the company saw some of its biggest active user figures and engagement rates ever. As of now, the campaign has had a 67.8% user unlock rate – anything above 20% they deem as successful.
Lauv’s own social posts had great engagement as well. His tweet received over 25k likes and over 6k retweets. The Facebook post received over 800 likes, 39 comments and 57 shares. He also did two Instagram Stories about it
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