![]() Thousands of fans entered the competition and shared it across social media, primarily Twitter and Snapchat.Īnd since Grande had gone silent on social media after sharing a teaser of the new song, Island Records drummed up enough excitement for fans to re-engage with even more vigor than before. The fans couldn’t wait to get started with the OOH (out-of-home) experience that would bring them closer to the singer. ![]() (You may be asking, how did Ariana Grande’s marketing team coordinate her country-wide treasure hunt experience? This sort of thing can be a data nightmare! Luckily, AE’s fan marketing software easily powered the back end and helped the team easily track and engage fans!) ![]() Have you found a Sweet Spot yet? We’ve hidden them all over the UK – find your nearest one here for the chance to win an exclusive Sweetener album bundle and tickets to see live!! #unlocksweetener /OGtBBemgiz The reward? Prizes like tour tickets, Sweetener CDs, merchandise and selfie filters. For the fans who weren’t in the vicinity of actual billboards, Landmrk created virtual billboards, as well. ![]() When they reached the hotspot, the fans deciphered the code on a billboard and entered it on the official website. Grande and her team engaged her fan base by sending them on a treasure hunt across the UK to find “Sweet Spots” (hotspots). So when Ariana Grande started promoting her new album, Sweetener, in August 2018, Island Records and Landmrk – a location-based VR platform – teamed up to market her music to new and existing fans alike. The team behind Ariana Grande’s marketing strategy knows her fan base doesn’t just want to consume content – they want to be engaged in the experience and get a more intimate connection with the singer. It takes a versatile team to turn a good singer into an absolute pop icon, which Grande definitely is. Sweetener: Marketing Success with a Sweet Mixed Reality Campaign Let’s take a look at Ariana Grande’s marketing strategy and see what we can learn! With millions of fans (and even more in ticket sales), this pop star rose to stardom not just because of her talent, but also because of her digital marketing campaigns. Singer, songwriter, and actress, Ariana Grande is more than just a pretty voice.
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