In 2018, the best-selling music compilation series of all time, NOW That’s What I Call Music, celebrated its 20th anniversary since the introduction of the first, iconic NOW… CD in the US. To mark this milestone, Fame House and NOW developed an interactive digital campaign to engage fans leading into the release.

Highlighted each week over a total of 20 weeks were two of NOW’s most-featured artists of all time. Fans voted for their favourite track from each artist. When submitting their vote, fans supplied their email address to opt into future marketing and were entered to win prize packs including the entire NOW discography. The winning tracks made their way onto the NOW 20th anniversary album itself (including the playlists on Spotify and Apple Music), creating a truly fan-curated album.

The track list reveal was a marketing moment in and of itself as fans were eager to find out if their selected track made the album. NOW teased the countdown to the reveal with a series of videos on their social channels that utilised the nostalgia of the series. These videos featured snippets of the original NOW 1 commercial, all of the NOW covers through the years and imagery from the 20th anniversary campaign. Following these teasers, the track list was revealed on NOW’s online store on 5th October 2018, driving fans to discover the track list as well as the 20th anniversary merchandise collection.

In addition, Fame House and NOW also worked with bot platform Stashimi to launch an interactive Facebook Messenger experience built with NOW’s superfans in mind. Fans could use the bot to browse NOW’s catalogue of releases, test their knowledge of NOW artists and songs via quizzes, learn fun facts and access exclusive content around the anniversary.

Lastly, iHeartRadio supported the anniversary through digital marketing and in-studio live drives to vote on the album’s tracks from personalities including Elvis Duran, Hollywood Hamilton, Johnjay & Rich and Mario Lopez.