Turning global musical reach into daily digital connections
Sony Music Entertainment and livewall collaborate to turn musical reach into digital connections. For the holiday season, livewall developed an engagement platform that transforms the ‘Kersthits’ playlist into a daily ritual.
A clear ambition
For a major label like Sony Music, December is a defining moment to interact with fans. Sony Music wanted to strengthen the relationship with their audience by moving from passive listening to active engagement. The goal was to grow the ‘Kersthits’ playlist while collecting valuable insights about their fans.
The challenge
During a busy holiday season, it is hard to stay top of mind. Sony Music needed a way to collect fan data and promote their music in a way that felt natural and rewarding for the user. They looked for a consistent system that offered value to both the label and the fans.
The concept
We developed a digital advent calendar as a central hub for the campaign. The idea was simple: every day in December, fans could open a new window to reveal a prize. To participate, users logged in via Spotify. This automatically added the ‘Kersthits’ playlist to their library, creating a direct connection between the fan and the music. In exchange for this, fans get a chance to win a prize.
Execution
The platform was made for daily use and offers a smooth user experience. By using the Spotify login, we collected valuable data about listening behavior.
To support the platform, our video team created animated content for YouTube, Facebook and Instagram. These videos served as a clear invitation to the platform. By combining smart technology with a clear design, we created a system that kept fans coming back everyday.
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