Sony Music US Latin is working with Landmrk, a company that handles location-based, digital initiatives, to mobilise musician Shakira’s global fanbase with the incentive of unlocking 'treasure' telling the story behind the music.
Fans are put on ‘The Search For El Dorado’, an initiative in which they are guided to 890 hotspots (or landmarks) across 99 countries, baited with the promise of unlocking new El Dorado content and experiences.
The album, which comes out 26 May, may attract a sizeable social media footprint – that can only help contribute to sales as a result of the engagement and exposure; forget not that the artist is the best-selling South American singer, boasting two YouTube music videos that have received in excess of one billion views, and has over 45 million followers on Twitter and 2 million on Facebook.
UK hotspots include London’s Hyde Park, Brighton Pier and St Andrew’s Square in Edinburgh.
Ricardo Chamberlain, digital marketing manager, Sony Music US Latin, said: “We know location campaigns are the ideal way to get fans all over the world actively involved in projects while also providing them with rewards for doing so.”
Seth Jackson, chief executive of Landmrk, added: “Our adaptable platform empowers brands to build something tailored to them and their audiences. Our geo-locational campaigns offer a unique physical dimension to the customer-brand interaction and a more valuable experience for both the users and the marketers hoping to gain insights from them.”
Any modern album launch requires a digital element to help resonate with the media and consumers; whereas Shakira’s team opted for location-based mobilization, recently the Gorillaz launched ‘Humanz’ in synchronicty with an augmented reality app.