Vodafone has launched a new competition in its official app for the New Zealand Music Awards, an event its sponsored for 10 years. Shake It asks music lovers to get photo or video of themselves showing off their dance moves, then send them to Vodafone to get a chance to win tickets to the awards show.
The game is playing out on Vodafone's Facebook page, where fans can upload a selfie or a video of them shaking their booty, and via the VNZMA app.
The ever-evolving app has become a central showpiece in the tech company's sponsorship of the event. "It's evolved year on year to drive richer, more engaging content," says Graham Wright, Vodafone's head of brand engagement and sponsorship. "Even if you're not going to the awards you'll have a bit of fun with it.
"It's evolved from a brand badging type opportunity to really taking to our customers because they have a shared passion point."
Growing smartphone ownership and 4G speeds allowing faster music downloads also contribute to the experience app users get around the awards, says Wright.
The focus of the app this year is user generated content and engagement, he says. "Our media channel selection is 90 perception social and digital. there's a little bit of outdoor street posters, but social and digital is how consumer are really engaging with your brand.
Wright adds it was important to extend activity beyond Auckland, where the event is held. Vodafone will randomly choose winners of 500 double passes to the event, set for 21 November, for entrants in the Auckland region.
A winner will also be chosen from each of three other regions: the Upper North Island, Lower North Island and the South Island. The telco is offering a new single, Dapper Man, performed by Aaradhna and produced by P-Money, for fans to boogie to. The track is free to download in the app.
App users can also cast their vote in the People's Choice Award, for Aaradhna, Stan Walker, Titanium, Lorde or Shapeshifter. One voter will win flights and accommodation in Auckland, tickets to the awards and he chance to present the People's Choice Award. The app also has award finalist information and the Dapper Man video.
Last year Vodafone released the Web Vision augmented reality app by Christchurch's Smudge, which let users scan a graphic on a t-shirt to trigger Avalanche City's track You and I. Its retail staff wore the t-shirts in the lead up to last year's awards.