NETTWERK MUSIC GROUP
CREATING A VIRTUAL SCAVENGER HUNT FOR AN ARTIST’S SUPERFANS
THE CHALLENGE \\\
Develop a gamified digital marketing asset to intrigue and inspire fans via social media during the lead-up to a highly anticipated new release by musician Andrew McMahon (Something Corporate, Jack's Mannequin)
OUR APPROACH \\\
Inspired by the nostalgic “Paint by Numbers” format familiar to the demographic of the artist’s core audience, we developed an interactive web-based experience featuring an original line drawing illustrating lyrics from an upcoming release.
Users participated by clicking to “paint” the illustration as indicated, only to find upon completion that the illustration contained a hidden QR code with exclusive entry to a secret web portal with advance access to the artist’s fan club and promotional giveaways.
