We helped develop a brand identity for Universal‘s HYPE: New Music Playlist.
During the campaign and in order to help incentivise the social audience for HYPE, we built an application that allowed fans to create their own 'HYPE Polaroid'.
Fans were given the chance to win a signed copy of the “Class of 2015 Yearbook” which featured artists including The Weeknd, Lana Del Ray, Troye Sivan, Years & Years and lots more. As a call-to-action in the campaign via the 'Yearbook App', fans had to share their polaroid on their timeline in order to be entered into the contest. This lead to a surge in new followers taking HYPE well past their follower target for the activation.
Currently HYPE: New Music has a monthly social reach of 50,000 people and the Spotify playlist boasting 74K+ followers.