To add extra layers of engagement into the release of Post Malone’s official music video for ‘I Like You (A Happier Song)’ ft.

Doja Cat, we launched ilikeyou.postmalone.com – a companion app and destination for fans that built a world around the aesthetics of the overall video concept. Users were encouraged to experience things pre-release, day-of, and post-video release.

The app included games, activities, and a fan art contest for users to play and increase virality (“likes”) of the music video.

We launched the first video teaser featuring Post Malone and Doja Cat across Instagram, Facebook, TikTok and YouTube, setting up the storyline of the video and the overall creative themes to come.

A fan artwork contest, where users were encouraged to submit their own paintings of the artists, was featured live on the video’s YouTube watch page 24 hours ahead of the premiere.

The unique I Like You Compatibility Test became a destination where fans could insert two names to generate a “compatibility score.” The app generated social assets showcasing their results to share across socials.

On the day of the release, the companion app expanded to reveal four additional activations, including a like-to-unlock game, a digital paint-bynumbers board, and a TikTok beat-making lens accessed via a “tweet-to-unlock” mechanism.

At the same time the video premiered on YouTube, fans had the option to play a “like-to-unlock” game. The more the video was liked via the app or YouTube, the more exclusive content became unlocked in the landing page experience.

In the paint-by-numbers activation, colourless image stills of the artists were placed on an MS paint board. Fans were encouraged to interact and digitally colour in the canvas, finish an overall custom and new art piece, and share to social media.

Lastly, the “tweet-to-unlock” activation went live in the app. By tweeting #PostMaloneILikeYou, users unlocked a bespoke and gamified beatmaking lens for TikTok. Using ‘I Like You’ stems, fans were able to remix their own versions of the song. The mic was also able to activate when recording so that fans could sing over the beat in real time.

To highlight the different stems used in the lens, the team created customised illustrations of Post Malone, Doja Cat and other elements of the video.