Following on from the success of Regard’s track ‘Ride It’, which went interstellar on Tik Tok, we were commissioned by the Ministry of Sound to develop a web-based game that would become an integral part of releasing the DJ’s next three singles.
With Regard as the central character, fans are challenged to get as far as possible to collect up to 6 exclusive rewards. The further they get, the better the rewards, including a Party Mix download, merch discounts and one killer first prize.
The game was integrated with Spotify, capturing data and increasing streams of each single and promoting a playlist of other tracks from Regard.
Custom-built from scratch, we built three environments, representing each single, plus a series of animated characters, including Regard and his collaborators; Raye, Tate & Troye.
A massive hit with the fans, with over 50,000 games played to date. Proof that if a game is executed well and the artist fit is correct, it can be a great way to engage with fans and increase music consumption.
The objective for any digital music activation is to go viral, and that’s just what happened when we teamed up with the artist Lauv, to create a web-based game to support the build-up to his highly anticipated album ‘How I’m Feeling’.
One of our most extensive artist marketing campaigns, stretching over four separate digital activations, including an album cover reveal campaign that hit number 2 on Twitters trending hashtags of the day.