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One Copy Song

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Created: 08/28/12
Last Edited: 03/29/13
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Description
Adam Tensta is Sweden’s biggest hip-hop artist. A multiple Grammy winner, he sought a new way to promote his latest single, “Pass It On.” But with services like Spotify, YouTube, and Grooveshark, music is accessible anytime, anywhere—so a lot of the anticipation with the release of a new single has been lost. To recreate that anticipation and demand around new music, we decided to release his new single AS JUST ONE COPY. One Copy Song is a Facebook app that allows only one person to listen to at a time, before it was passed to someone else.
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Short link: http://bit.ly/OuFRxu
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    One Copy Song

    This project was awarded the following awards:

    Cannes Lions PR / Best Use of Social Media – GOLD
    Cannes Lions PR / Media, Arts and Entertainments – GOLD
    Young Guns Awards / Viral – GOLD
    Young Guns Awards / Digital Vision – GOLD
    Tomorrow Awards – GOLD
    One Show Entertainment / Music – GOLD
    One Show Entertainment / Branded Applications – GOLD
    Cresta Awards / Interactive – GOLD
    Cresta Awards / Promotions & Incentives – GOLD
    London International Awards / Use of Social Media – GOLD

    Description
     
    Adam Tensta is Sweden’s biggest hip-hop artist. A multiple Grammy winner, he sought a new way to promote his latest single, “Pass It On.” But with services like Spotify, YouTube, and Grooveshark, music is accessible anytime, anywhere—so a lot of the anticipation with the release of a new single has been lost. To recreate that anticipation and demand around new music, we decided to release his new single AS JUST ONE COPY. One Copy Song is a Facebook app that allows only one person to listen to at a time, before it was passed to someone else.

    How it worked

    1 - Get In Line: The song lived in an app on Adam’s Facebook page. To hear it users had to get in line. Once they signed up, the song was introduced to their network of friends through posts from the application.

    2 - Track the song: A live tracker showed exactly where the song is playing and where it’s been recently.

    3 - Cut the line: We made it possible to cut the line and listen sooner. A Tweet, a YouTube watch, or listening to one of Adam’s other tracks on Spotify bumped anyone on line up 15-20 spots. So every time someone Tweeted, watched and listened Adam was getting more publicity. And they were getting closer to the song.

    4 - Listen and share: When it was their turn, they had one hour to listen before it was passed to the next person in line.
     
    Casestudy Video:
  • My Role

    Art Direction, Design & Concept development with Morten Halvorsen & Rasmus Keger.
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Adam Tensta is Sweden’s biggest hip-hop artist. A multiple Grammy winner, he sought a new way to promote his latest single, “Pass It On.” But wit… Read More
Adam Tensta is Sweden’s biggest hip-hop artist. A multiple Grammy winner, he sought a new way to promote his latest single, “Pass It On.” But with services like Spotify, YouTube, and Grooveshark, music is accessible anytime, anywhere—so a lot of the anticipation with the release of a new single has been lost. To recreate that anticipation and demand around new music, we decided to release his new single AS JUST ONE COPY. One Copy Song is a Facebook app that allows only one person to listen to at a time, before it was passed to someone else. Read Less
Published: August 28, 2012
  • Views1153
  • Appreciations49
  • Comments5
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