As artists go, few focus so hard on remaining close to their fans as Ariana Grande, which is why Landmrk was overjoyed to work with the US superstar on her label’s UK push around the “Sweetener” album. Universal UK wanted to activate billboards promoting the release with a new digital level, enabling devotees to head to the outdoor sites, match codes with instructions on Landmrk and access content and competitions around the launch. Those who responded to Tweets on Grande’s 61-million strong channel entered a “Sweetener”-styled experience explaining the activation, then moved on to a specially branded map with all the locations marked by hotspots. Then it was just a question of heading to the billboards, unlocking the content and having some fun with selfie filter, exclusive wallpapers and more.
The “Sweetener” initiative was born out of the idea of boosting or enhancing traditional outdoor/billboard campaigns using Landmrk’s hotspot technology, adding a digital layer to a ‘real-life’ experience and encouraging fans to hunt down and activate established media presences. From the Landmrk perspective, this was an interesting and innovative use of the platform and it was remarkable to see how Ariana Grande’s UK fans reacted to her Tweets promoting the programme.