imagin music
2020 - 2023
Context
In the summer of 2020, Imagin launched a new app packed with services and content for its followers and customers. Music became a key element in driving awareness, helping them connect with a large audience of young music lovers.
Imagin asked Warner Music to create a content and events strategy that would help redirect traffic to the app and engage their music-loving community.
The imagin custom shows
To generate awareness about Imagin’s commitment to music, we teamed up with five amazing artists to organize live gigs in venues for 300 to 800 people. This would allow us to grab attention on social media and offer an unforgettable experience to all attendees.
Unfortunately, COVID-19 forced us to cancel the concerts and start from scratch. This posed a major challenge for the project, as the concerts represented the largest part of the budget.
That’s when we decided to pivot to a new concept: Imagin Custom Shows—the first interactive concerts where fans could personalize key elements of the experience through a landing page:
The closing song
The artist’s outfit
Concert souvenirs
And more
By participating and leaving their data, fans also had the chance to win exclusive tickets for private concerts with 40 people and special prizes signed by the artist."
6 M
👥
18 M
📱
impressions
reach
Results
💰
+10 K
contestants
🤑
100 K
landing views
Content strategy
To highlight Imagin’s commitment to music, we teamed up with five emerging artists to launch a series of live gigs in intimate venues for 300–800 people—designed to create buzz on social and deliver a one-of-a-kind experience.
Then COVID hit. The concerts were canceled, forcing us to rethink everything. With most of the budget tied to live events, the project faced a major setback.
That’s when we flipped the script and launched Imagin Custom Shows: the first interactive concerts where fans could personalize key elements of the experience through a landing page—like the final song, the artist’s outfit, the concert merch, and more.
By participating, fans also entered to win exclusive access to private concerts with just 40 people, plus special artist-signed prizes.
Equipo:
Warner Music Spain