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Obsessed with the impact that messaging apps were having on teens, we couldn't have had a better partner than the royalty of Millennials, One Direction. To help promote their album 'Midnight Memories,' we created a first of its kind program and launched the 1D Kik Card. Not only did Directioners flock to it, but more importantly, it opened up an entirely new sales channel for Columbia Records, with a new way of marketing: the more records that were bought by the community as a whole, the more exclusive content was released by the band.
You’ll need to download Kik on your mobile device to see it live – or just watch the case study video below.
Featured in Contagious Magazine, Smarties Mobile Marketing Gold Winner, Festival of Media + Digiday Content Marketing shortlists