We wanted to convince more people to buy Calvin Harris' album 18 Months. Just over half of the tracks were released as singles. Most of his normal fans will have bought the singles. But we wanted to convince them to buy the whole album. We decided we had to give them the whole album for free - but with a catch. You had to be dancing to the music in order to listen to it all.

Launch the campaign
Published
December 2012
Topics

The Story

We wanted to convince more people to buy Calvin Harris' album 18 Months. Just over half of the tracks were released as singles. Most of his normal fans will have bought the singles. But we wanted to convince them to buy the whole album. We decided we had to give them the whole album for free - but with a catch. You had to be dancing to the music in order to listen to it all.

To detect if a user is dancing, we had to utilize the accelerometer built into most phones. Without this, we wouldn't have been able to do the project. Thankfully, Android has a way to interact with the accelerometer. Originally we set out to do this via the browser, so for this we could easily use HTML5 for the audio. Unfortunately we couldn’t interact with the accelerometer inside the Android Browser, so we had to go down the native route. For this we chose PhoneGap, as we already had the HTML5 app made.

The Technology

The Results

For the first few days before the tech press, there was a 50% click through rate from the app to the album. Apple then featured the app in their New & Noteworthy section. The album was number one. The app itself reached the limit of available international downloads, so it had to be restricted to the UK markets only. The app was in the top ten of the UK market, and before geo-restriction it was number three in the Paraguayan market. It has also won various industry recognized awards.

3

team members working on this project

40

total hours of missed sleep

59

total cups of coffee drunk

Launch Date Nov. 2, 2012