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 not once but twice over 2018. Firstly, we co-ordinated directly with her team at Universal UK to activation billboards promoting album release “Sweetener”, enabling devotees to head to the outdoor sites, match codes with instructions on Landmrk and access content and competitions around the launch. In the wake of this successful activation, Landmrk then brought billboards promoting the singer’s “Dangerous Woman Diaries” YouTube series to life on behalf of the Google-owned video service, offering committed fans the chance to unlock additional content, selfie filters and exclusive wallpapers.
Both initiatives led with 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. YouTube used its own social media accounts to support the “Dangerous Woman” promotion, with a different subset of fans tracking down the high-profile billboards with a view to unlocking hotspots and sharing their contents.