Listen With Your Heart (listen.thekooks. com) was a global initiative for fans to tell other fans/friends/family about the album – where fans had to be one of four to connect to the heart to power the stream and listeners could only listen in multiples of four. They could start new hearts and join existing hearts via the hashtag #kooksalbumstream. It was all fully optimised for mobile.

We had fans listen in fours as there are four chambers of the heart and we thought this was the right number of people to get to connect to the heart in terms of length of time to recruit everyone.

The whole idea was to get fans recruiting friends/family/ other less-engaged fans via their social networks to perhaps trial the album. It makes use of UMG’s new Social Sign On plug in. This means that when users sign in to access the stream, not only do we gain the email address of the user in their CRM system, but they also collate social action data from those consumers such as (Spotify listens, YouTube watches, tweets, social comments and shares, Facebook likes etc.). All those social actions are now stored against each consumer, meaning we can target in real time social behaviour in their future CRM marketing.