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IPG Media Lab and Sony/Colombia Records announce the first global music marketing campaign on messaging platform
Patricia Molina| 26 de noviembre de 2013
David Rosenberg, director administrativo de IPG Media Lab
As an indicator of the constant growth of messaging apps as platforms for uniting brands and music, IPG Media Lab and Sony/Colombia Records announced an alliance of the One Direction (1D) pop band with Kik, a mobile messaging tool with more than 95 million users. This first-of-its-kind campaign will introduce the Kik 1D Card, a shareable mobile experience built on Kiks HTML5 platform.Admirers around the world can chat among themselves on Kik and unblock the One Direction bands new album Midnight Memories. One Directions Kik Card will launch together with the worldwide release of the bands third studio album on Syco/Columbia Records. At the same time it will allow the Kik community to share One Direction content including videos, photos and news.”We believe that messaging tools will be dominant in millennial communication, and that music will be a prominent vertical in that space. We’re excited to help Columbia get out there early to take advantage of this growing marketplace, and we’re confident other labels and brands will follow their lead said David Rosenberg, managing director of IPG Media Lab.Brands and marketers are beginning to realize that messaging is the killer app in mobile, and were looking forward to working with IPG Media Lab to help more incredible brands like One Direction connect with their audiences said Kik CEO Ted Livingston.To access the Kik 1D Card, download and install Kik from the Apple App Store or from Google Play Store on your smartphone.
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