The aim of this campaign was to engage with fans of CNCO in the buildup to the release of their debut album, Primera Cita, locally across the key territories. We wanted a campaign that would drive pre-sales of the album and generate a social buzz with a story that was PR-friendly. We chose to reach our target audience by resonating with one of the biggest trends of the time, Pokémon Go. We knew that all of the fans were mobile and were interested in collecting keepsakes and shouting about what they were doing and where they were doing it. We also knew that adding a competitive element would build exposure even further. The Landmrk platform was used to create localised listening premieres in key locations across our target territories. For a limited time each day, a new song from their upcoming album was dropped into a geographical location for fans to unlock using a CNCO-branded map on their mobile phone’s web browser (no app download required). At each of the hotspots, fans used Facebook Connect to create a personalised medal featuring their photo, their name, the listening location and the song, which was shareable across the relevant social channels. Data collected from around the world was used to populate a dynamic leaderboard that showed which fans were the most devoted CNCOwners. Once the target amount of unlocks was reached each day, additional content was available online for everybody.
#CNCOGO thrilled fans and had them interacting with the band on an exponential curve upwards over the course of the fourday campaign. From the first day, when the chosen track was discovered by 93 fans, to the last, when the track was discovered by 343 people. Some 111 personalised medals were collected over the course of the campaign. Success on social was a key metric of this campaign, with fans generating some brilliant content and #CNCOGO trending on Twitter in the Dominican Republic. Elsewhere on the web, the story was covered by major media outlets such as Billboard, Music Ally and Univision. Over the course of the four-day campaign, there was a total of 132,368 page views, with 18,947 unique users – with an average session time of 2m 42s. Primera Cita debuted Top 10 in 15 countries, including #1 in Bolivia, Ecuador and Guatemala. Primera Cita is the #1 Latin album in the US – dominating Billboard’s Top Latin Albums Chart in the US. Also, their album accumulated over 1m streams on Spotify just hours after its release. Social media impressions saw an 87.3% lift during the campaign. Social media interactions with the band saw a 79% lift. Audio streams of the album increased by 56.3%.
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