| Заголовок | Mixtape Of You |
| Агентство | No Fixed Address |
| Кампания | Mixtape Of You |
| Рекламодатель | Boom 97.3 |
| Бренд | Boom 97.3 |
| Дата первой трансляции/Публикации | 2017 / 5 |
| Бизнес сектор | ТВ/Радио программы и станции |
| История | Ah, the mixtape...for anyone who grew up in the 70s, 80s or 90s, the word alone conjures up first loves, summer vacations, school dances...some of life’s best moments. Playing off of this nostalgia, Toronto’s number one radio station launched Mixtape of You to create fun and meaningful engagement with listeners. The site invites music lovers - and memory lane strollers - to mix a tape (almost) the old fashioned way. After a short quiz, the site populates a personalized mixtape users can play, share and save. |
| философия | Toronto's No.1 radio station, Boom 97.3, plays 70s, 80s, 90s music and wanted to engage with new and current listeners in a fun, meaningful way. Anyone who grew up in the 70s, 80s or 90s has made a mixtape. So, we created MixtapeOfYou.com – a fun site that lets people create, name and share mixtapes. The site was designed to create a digital experience reminiscent of actually creating a mixtape - everything, from skeuomorphic design to details like pressing 'play' and 'record' to start recording. Inherently social in nature, we also played people's mixtape live on air to further encourage participation. |
| Результат | The campaign surpassed every engagement benchmark with over 70% of site visitors creating a mixtape. In total more than 14,000 mixtapes were created. A staggering 78% of the tapes were shared on social media. Over 6 million targeted impressions were generated within the GTA. |
| Тип медиа | Анализ ситуации |
| Длина | |
| Больше информации | www.MixtapeOfYou.com |
| Креативный директор | Dhaval Bhatt |
| Креативный директор | Shawn James |
| Дизайнер | Randy DeMelo |
| Продюсер | Sumit Ajwani |
| Продюсер | Alora May |
| Программист | Max Rusan |
| Архитектор взаимодействия с пользователем | Phil Dodd |
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