Ariana Grande Fans In UK Find Sweetspots With Landmrk

Right now we’re in a state of mind we want to be in like all the time… because Landrmk is happy to be powering an innovative project to mark the launch of global superstar Ariana Grande’s new album, “Sweetener”.

Sweetener: Arianators up and down the UK can win Grande goodies at unlockthesweetener.com


Accessible on mobile at unlockthesweetener.com across the UK, the singer’s fans are being pointed by Landmrk towards ‘sweetspots’ at billboards promoting the record, where they can decipher codes and then enter competitions to win anything from exclusive tickets to Grande's UK tour to “Sweetener” fan CD boxes. While there, Arianators can also take location-specific selfies with a special “Sweetener” filter. And if a fan’s town or city doesn’t feature an Ariana ad, Landmrk enables fans to generate a virtual poster in order to get involved.


“We are constantly looking at ways to engage super fans in a way that makes them feel involved in the campaign rather than purely pushing content at them,” explains Claire Mas, Head of Digital at Island Records. “This is a great use of technology to merge both a digital and physical experience and also encourage UGC content that then spreads the word organically.”


“Landmrk’s platform truly shines when powering experiences for entertainers that have large amounts of committed fans,” agrees Landmrk’s Tom Nield. “Our technology allows the creation of personalised experiences for dedicated fans in their locality, whilst simultaneously delivering measurability and insight to marketing teams.”


The activation has generated news coverage everywhere from The Sun’s showbiz pages to Music Week to digital marketing site NetImperative.


If you’d like to know more about how to activate campaigns like Island Records’ Ariana push, then drop us a line at hello@landmrk.it and find out more about how you could employ the Landmrk platform.

Jamie Dolling

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