Music Lovers Earn Discounts on Album Based on Analysis of Their Dancing
Nov 12, 2014
To boost sales of Lorde's new album "Pure Heroin," music buyers were offered a discount if they could imitate the 18-year-old singer's distinctive, jerky dance style. BBDO Argentina and its client Universal Music reached out to Argentina's record stores and prospective customers were invited to create a video of themselves moving like Lorde. The agency used kinetic technology to develop software to analyze the dances and see how closely they matched Lorde's own vigorous movements. A 38% match, for instance, scored a 38% discount on the album price.
"People could participate in two ways," Hernan Zamora, BBDO Argentina's director of innovation, told Creativity. They could either use a special booth -- placed in 12 record stores, popular bars and at a big local music festival -- or create and upload their own video.
Mr. Zamora said more than 52,000 people used the booths, and some 13,000 won discounts on the album. But wait, there's more. The top prize for the "Move Like Lorde" contest was a trip to Los Angeles to meet the singer.