Ministry of Sound works with Aurasma to bring flyers to life in order to promote 21st anniversary

Ministry of Sound is working with Aurasma to turn its flyers into music downloads.

The London nightclub and record label will celebrate its 21st birthday through the use of 80,000 flyers which can be used as digital portals to allow recipients to listen and download an exclusive track by a resident of Ministry of Sound.

The flyers will be distributed throughout London, where smartphone and tablet holders will be able to hold their device over the flyer to see the music and event preview.

Natasha Palmer, promotions manager for Ministry of Sound, commented: “At Ministry of Sound we are always looking for new and creative ways to reach out to clubbers. We are working with Aurasma to celebrate the club’s 21st birthday, where the theme is looking ahead to the future. Clubbers can now use our flyers to download a free track and get a taste of the night to come. Ministry of Sound has always led the way when it comes to music so we are thrilled to be the first ever club to use this technology in this way.”

Tamara Roukaerts, head of marketing at Aurasma, added: “The humble flyer has not changed much over the last twenty years – but now thanks to Aurasma, clubbers can use Ministry of Sound flyers to listen to the DJs featured on the line up. It is a fantastic use of Aurasma’s technology, bringing together music and technology seamlessly and we are looking forward to working with the Ministry of Sound on other ground breaking projects in themonths to come.”

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.