Kidd Keo released his single ‘Serpiente Veneno’ (translated: ‘Poison Snake’) on 26th April 2019. As Spain is one of his main markets, we decided to create a strategy to increase the visibility and the popularity of the song when the curve had started to decrease.
We started by analysing Kidd Keo’s audience. His urban sound connects perfectly with the YouTuber/gamer world, so we decided to develop an online video game that would attract and engage his fans in a natural way. The game consisted of gaining as many gold coins as possible while killing or hiding from “poisonous snakes”. The contenders could win an exclusive tracksuit from Keo Couture (Kidd Keo’s brand).
Kidd Keo posted and communicated the action and the results were amazing. During the first week the game had 80k visitors, 31k users and the average game session was 05:54.
Moreover, we created an exclusive kit that contained a belt pouch, similar to the ones used by the artist, some snake shaped sweets and an antidote against poison. The kit was sent to influencers that had similar audiences to Kidd Keo’s.
The game was embraced by Kidd Keo’s fans who played several times.
The landing page received:
• 80K visits
• 30K users registered
• 05:54 average user session
Our biggest learning was to push songs with original actions and not just traditional ads. Fans and consumers are willing to try new experiences and participate in innovative contests. Both actions increased visibility across digital, expanding the artist’s song and name.
Project Budget
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