Get the latest direct to your inbox twice a week. Sign up today. 
Lorde of the dance
via Creativity
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.
