Syco Music has launched a new campaign for its girlband Little Mix which capitalises on Instagram’s emoji hashtag search function ahead of the release of upcoming album Get Weird.
The Simon Cowell-owned label teamed with creative agency Ralph to create the #EmojiTreasureHunt campaign which leads fans to discover exclusive content and new audio clips from the album.
Little Mix have been posting cryptic clues across their social channels that incorporate the emojis that will lead fans to the treasure. When fans search the correct hashtags, they discover secret Instagram accounts that host the exclusive content.
Laura Davies, creative at Ralph, said: “By using emoji search in an innovative way, we ampliﬁed excitement for the new album, and encouraged conversation and collaboration with a community who were eager to help each other ﬁnd the content.”
The campaign will run throughout the duration of October.