Checking in with Tyla

A digital destination that activates and connects fans 

Tyla, a world-famous artist, wants to offer her fans a unique experience that brings them even closer to her. In collaboration with her record label, Epic Records, she aimed to create an interactive and personal way for her fans to connect with her and her brand.

We developed the 'Tyger Air' experience: an innovative digital hub that translates Tyla's global appeal into an active community driven journey.

How do you transform an artist's brand launch into an interactive digital destination where fans return daily?

The challenge for us was to develop a digital experience that is both personal and informative.

The platform's architecture needed to encourage fans worldwide to actively showcase their loyalty, share content on social media, and engage daily with exclusive materials.

We developed the 'Tyger Air' experience for Tyla, which centers around an immersive digital 3D overworld.

Within this overworld, which smoothly flies into view with rich web animations, fans can click on various interactive elements. To sustain anticipation and build a lasting buzz, the platform was launched in two strategic phases:

Tyger ID

With the Tyger ID, fans can create a completely personalized digital passport featuring Tyla's recognizable branding. These IDs are unique and reflect her global aesthetic. Fans are encouraged to share their Tyger ID across all social media platforms and within Tyla's official Discord community.

This transforms the journey into both a personal and highly social experience, allowing fans to proudly showcase their connection with Tyla.

Flight Tracker

Once fans possess a Tyger ID, they gain access to the Flight Tracker. This feature allows them to virtually visit two new cities or countries daily on an interactive 3D world map. Each stop offers a unique fact or exclusive tidbit about Tyla related to that specific location—ranging from behind-the-scenes music video stories to unreleased production photos.

By participating in these virtual journeys, fans stand a chance to win a fully-funded trip to one of Tyla's live concerts, effectively driving daily interaction and long-term retention.

To maximize global reach, the experience was fully optimized for mobile first environments and engineered with fluid webbased 3D animations. By curating content into daily 'drops' via the Flight Tracker, the website evolved from a static informational landing page into a daily routine for the global fanbase.

The seamless integration of social sharing mechanics allowed the platform to organically multiply within online fan communities.

The launch of Tyger Air has led to massive engagement from Tyla's fans worldwide. The ability to create and share a personalized Tyger ID triggered a substantial spike in organic social media activity and brand buzz.

The Flight Tracker successfully provided fans with an exciting daily reason to return, with the concert trip incentive acting as the perfect catalyst for unprecedented community retention. This case demonstrates how digital innovation, personalization, and gamification converge to build a rich interactive experience that brings fans closer to their idol.