Universal Music

Customer engagement tool to connect fans with artists on the Universal roster

Challenge

As a global music leader with an artist roster including Lady Gaga, Katy Perry and The Rolling Stones, Universal Music is constantly looking for new ways to engage with fans. They asked Nimbletank to create a long-term engagement platform that delivers ongoing commerce opportunities.

  • Native
  • User Experience
  • Product
  • Service design
  • Global
  • User Testing
  • Award Winning
  • Mobile
  • Tablet

Solution

We created uView, an Android & iOS application. At launch we focused on The Rolling Stones’ 50th anniversary album ‘Grrr’. From the Eiffel Tower, to Big Ben, the Statue of Liberty to the Sydney Opera House, and across 50 global locations, a 3D Grrregory the Gorilla interacted with the landscape powered by sophisticated image detection and augmented reality. The app was launched with earned media only, by leaving clues across the band’s social network.

Impact

The campaign generated £5m in earned media value. Grrregory was seen 250,000 times on global landmarks, with 32,000 competition entries.

A 28% click-through rate to purchase the album directly from the app was achieved. The app is now on version 2.0 and features many more Universal artists such as Black Sabbath, Robbie Williams and Paul McCartney, with audio recognition.

28% click-through rate
to purchase

500K Over 500K
active users

£5min earned
media value

Interactive Entertainment Mobile
Strategy/Campaign, Winner, 2014
BIMA Awards,
Shortlisted, 2013
Peoples Lovie Awards,
Bronze Winner 2013
DADI Use of Mobile,
2014
DMA Awards
Best Use of Mobile, 2014
MMA Smarties
Best UK Mobile App, 2014
Most Innovative App
for Entertainment, 2014
Best Entertainment App,
2013
The Most Effective
Augmented Reality App, 2013

George Harb

Global Innovation Manager, Universal Music Group

Nimbletank did such a fantastic job on our app that it’s won a host of awards including a Gold at the Drum’s MOMA Awards 2014. It’s more than we could have hoped for and we’re looking forward to working with them on the next phase of the project

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