We wanted to get people used to "The Sentence" mechanic, on a platform that everyone was already familiar with. Also, just to kick up the incentive, we got some exclusive content from a pretty well-known artist.

 

Our solution was this little game, embedded here. It's a YouTube video player that uses YouTube's annotations feature to fill out "The Sentence", loaded with easter eggs of content from Gaga. Give it a spin.

I also created contextually aware pre-roll video ads that ran before the video you were trying to watch and pulled in information about the user, ultimately giving you a recommendation for your next song. In the example below, we knew the viewer lived in Miami and was trying to watch the new Avicii video.