Lorde hasn’t had too much trouble selling records, but, given what’s been happening to the music industry in recent years, the labels could always use a bit more revenue. And Universal Music and BBDO Argentina devised a great way of drawing attention to/selling more copies of her album Pure Heroine by asking fans to imitate her unique dance style and giving them a discount based on how closely they matched.
According to Creativity, the agency used kinetic technology to develop software to analyse the shape cutting and if they had “a 38% match, for instance, they scored a 38% discount on the album price”.
Fans could either record their moves in a booth that was placed in 12 record stores, popular bars and at a big local music festival, or create and upload their own video. 52,000 people used the booths, and around 13,000 won discounts on the album. And the top prize was a trip to Los Angeles to meet the singer.
Speaking of Lorde, how’s this for a cover.
