For Postcard Boy's 'Somewhere On A Hillside' album, we took a page from the "Connect on Spotify to Unlock" campaign playbook. Typically, these campaigns ask fans to connect on Spotify and follow the artist or label to unlock a single piece of exclusive content such as videos. We aimed to go beyond this, focusing on a multi-week campaign driving album presaves and streams with a more interactive experience.
We developed a Spotify connect microsite for fans to engage with, themed around collecting digital stamps. Each stamp represented a song from 'Somewhere On A Hillside', tying in with Postcard Boy's persona. The process was simple: fans earned stamps by completing actions like pre-saving the album on Spotify or sharing the campaign on social media. You can checkout the campaign at https://somewhereonahillside.com/
The campaign lasted several weeks, allowing fans to gradually unlock and share these unique stamps, each one designed by the artist. This approach not only encouraged fans to interact with the album in a novel way but also helped spread the word about Postcard Boy's music. It successfully linked the artist's creative identity with fans' actions, leading to a successful album launch in terms of presaves, streams, and fan involvement.
The activation was optimized for mobile and desktop users.
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