Deezer, the world’s most diverse, dynamic and personalised music streaming service, has this week launched its first ever fully immersive augmented reality (AR) music experience, leveraging a new and specially created Snapchat lens.
With AR usage expected to increase to 200 million this year*, Snapchat influencer platform, Fanbytes, created a bespoke piece of content based on a Deezer branded AR boombox that can ‘dance’ to the beat of any song the user is playing. This was distributed through Fanbytes’ network of Snapchat influencers, encouraging people to create fun Snapchats with the boombox.
With millennial audiences becoming increasingly resilient to traditional advertising, the Deezer boombox is designed to captivate a 16-25 year old UK audience through a shared love of music. The lens was promoted, through Fanbytes’ influencers, for just 24 hours and users were encouraged to scan a custom code in order to unlock it for their Snapchat profile.
It clearly resonated with millennials with:
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1,000,000+ views of the boombox lens
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46,887 scans a ‘Snapcode’ and deep link which, when tapped, will open the lens within Snapchat for 24 hours
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11,400 shares of the boombox lens
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3,000+ creating videos around Deezer
23 year old Tim Armoo, CEO of Fanbytes commented: “We know that there is increasing ad blindness amongst the millennial audience, so empowering them to create content willingly around a brand is special to see. Having over 1m millennials view the lens in action, with 10’000s creating their own lenses and sharing with their friends simultaneously hits brand awareness, engagement and advocacy with one punch!”
Bianca Spada, Global Head of Social Media, Deezer commented: “Interacting with music fans through social media is incredibly important to us, combining user’s favourite songs with fun AR content to bring them closer to the overall Deezer experience. The campaign with Fanbytes beat all of our expectations in such a short amount of time and we continue to look for innovative ways to engage with millenials in 2018 and beyond.”
Fanbytes creates its bespoke AR adverts through a crowdsourced network of designers and editors, all aged between 17-23 years old, before distributing it through its network of Snapchat social influencers. The company’s CEO Timothy Armoo believes that it’s important for young employees to create adverts that target millennial audiences, in order to truly get under the skin of that audience.
* According to Juniper research, November 2013
About Deezer
Deezer connects 12 million active users around the world to over 44 million tracks. Available in 187 countries worldwide, Deezer gives instant access to the most diverse global music streaming catalogue on any device. Deezer is the only music streaming service with Flow, the unique mix of all your old favourites and new recommendations in one ever-changing stream. Based on an intuitive, proprietary algorithm and created by people who love music, it’s the only place to hear all your music back-to-back with fresh discoveries tailored to you. Deezer is available on your favorite device, including smartphone, tablet, PC, laptop, home sound system, connected car or smart TV.
Making music happen since 2007, Deezer is a privately held company, headquartered in Paris with offices in London, Berlin, Miami and around the world. Deezer is available as a free download for iPhone, iPad, Android and Windows devices or on the web at deezer.com. For the latest news on Deezer go to Deezer.com/company/press.
About Fanbytes
Fanbytes is the world’s first Snapchat influencer platform helping brands reach a global youth audience on Snapchat through engaging content and influencers. Led by 3 computer scientists, Fanbytes leverages a crowdsourced network of designers and editors to create ads for brands then distribute it through their network of influencers and owned channels with a reach of 54m on Snapchat. With their deep knowledge of Snapchat and what makes people tick, Fanbytes has been described as “ the geeks changing how brands relate to millennials”.
