When it comes to music campaigns, we like to think that we help artists better connect with their fans worldwide, offering localised experiences for devotees based thousands of miles from their favourite performers and maybe with little hope of ever seeing them in person. Which is one reason why it’s wonderful to work with talent like Ariana Grande, whose appeal is not only massive, but only equalled by her endeavours to stay close to the people who have support her as possible as she ascends into the celebrity stratosphere.
During Grande’s “Sweetener” tour of the UK earlier this year, her label team at Universal Music ran a smart Landmrk-powered campaign activating all the electronic album promo billboards in the country, inviting fans to find their way to the sites, input a promo code and open up the opportunity to enter competitions, download screensavers and activate exclusive selfie filters. If no physical billboards existed, Landmrk offered the opportunity to request a virtual equivalent -- meaning that no-one was locked out of the experience.
In the wake of this, we’re proud to announce that Landmrk is powering similar experiences across the United States as part of YouTube’s push to promote “The Dangerous Woman Diaries”, a documentary series on the video platform’s Originals promotion.
Landmrk CEO Seth Jackson said: “The YouTube Originals activation with Ariana Grande clearly shows the opportunity to augment Out Of Home with mixed reality experiences. Landmrk are very excited to be powering this unique interaction with fans across North America.”
To find out more about how you could use the Landmrk platform, contact us at firstname.lastname@example.org.