How to Engage Music Fans at Multiple Stages of Your Campaign
Travis Scott—one of the hottest rappers on the scene today—came out with his third album, Astroworld, in the summer of 2018. The track ‘Sicko Mode’ peaked at #1 on the Billboard charts right before Christmas, the album racked up multiple Grammy nominations, and he just dominated the Super Bowl LIII halftime show.
As the Astroworld tour is currently making its way around North America, it’s the perfect time to show you how Snapchat lenses can add value throughout multiple stages of your music and event marketing campaign. From an album release to rocking out with your fans live in concert, Snapchat lenses are designed to improve brand engagement and drive album and ticket sales.
The Two Pixils: Astroworld & Astroworld Live
We created two Snapchat lenses to show how Travis Scott could generate more Astroworld hype across his favourite social media channels (look for him on Snapchat as T). The first is a World lens, named ‘Astroworld’ featuring the golden blow up ‘Travis head’ from the Astroworld album cover—complete with yellow smoke billowing from his mouth. Snapchatters can resize and drag Travis’s head around their physical space and create totally unique scenes to share with their friends. This Pixil could be shared organically using digital or printed Snapcodes and integrated into an online competition for exclusive access to pre-sale VIP concert tickets, for example.
We then created a Face lens (Astroworld Live) that turns allows the user to blow yellow smoke out of their mouth—just like Travis! This will empower users to augment the Snaps they take while they are at the concert, and remember: any content created on Snapchat can be easily downloaded into your camera roll and shared across your favourite social channels, including Instagram or Facebook!
The Astroworld album’s signature golden head was perfect to turn into a lens experience. However, just about any concept art can be transformed into a highly engaging Face or World lens, and coming up with the creative is just as much fun as using it!
Organic Sharing & Growth
At their core, Snapchat lenses create memorable, interactive moments for users to share with their friends. Integrating a lens into your album launch marketing strategy means users have access to shareable visual content that has the potential to go viral especially amongst users 18-24 & 25-34 year olds, two of Snapchats biggest demographics. “More than 70 million people access their AR Lenses every day, using the tools for an average of three minutes per session” making Shapchat lenses one of the most engaging ways to get eyeballs on your album, concert tour and merchandise.
We were pretty excited to see that after we shared our Travis Scott World Pixil internally and with five Snapchatters outside of our company, we’ve racked up 10,000 views in two weeks! This is via organic sharing only, and a pretty powerful stat given that we did not intend to promote this Pixil before we published this post!
Paid Ads with Snapchat lenses
If you don’t want to rely on peer-to-peer sharing alone, one of the most effective ways to get word out about your lens is to integrate it into a Snapchat Ad. With a Reach x Frequency campaign, you are able to buy ads in advance and “the main benefits include predictable ad delivery as well as greater control over frequency”. These ads show up between stories, and Snapchatters can swipe up on the ad to unlock your custom Face or World lens.
With Snap Ads, you can target Snapchatters based on their interests and behaviours, via geofenced locations, or simply by selecting Travis Scott’s followers on this platform. You can also create custom audiences and lookalikes to find more people similar to your existing fans that might be interested in the your album or tour.
Watch Now Ads
There are multiple features Snapchat has introduced to their Face and World lenses that can help amplify an artist’s album launch. A ‘Watch Now’ button integrated into a lens as a CTA could open a teaser clip of Travis Scott’s single SICKO MODE music video, for example.
You can also turn your lens into a shoppable ad. Nicki Minaj’s team created an Snapchat AR lens which was shoppable for her queen necklace. SeatGeek, a mobile first ticketing company, used Snapchat to sell football tickets without users having to leave the app! This could help increase ticket sales if you were to geofence the ads for specific stops on the tour you want to promote more actively.
With traditional album sales down and streaming not always an effective revenue source, artists are looking for creative ways to increase their profits in other channels. Making money on merchandise and concert sales are becoming more important and lucrative ways to make money.
Shoppable AR Experience
Snapchat lenses help customers stay engaged within the community before and after the buy. Combining a lens experience with the Shoppable AR Lens feature (we talk about it here) allows you to add a “Buy Now”, “Watch”, or “Install” button to the lens. These calls to action make your ROI easily measurable as users could be redirected to to the KKW eCommerce site or to an app download.
Lenses for In-Concert Experiences
You’ve used lenses to hype your album release and new music video drop, and have just sold out your tour! Now, you can bring the mobile experience full circle with a custom Face lens your fans can use while they are at your concert. Snapchatters love taking and sharing videos of their experiences (this is, of course, the reason why Snapchat was created)—so help them share proof they were at your once-in-a-lifetime music event with a second lens only accessible to concert goers! This can be done by printing the Snapcode on merch available exclusively at the show, by sharing it on digital tickets, or by using a geofenced drop within the Snapchat carousel.
For the Astroworld tour, we created a custom Face lens that lets the user blow yellow smoke out of their mouth—just like Travis! This way, his fans can create cooler content to share their in-concert experience!
All Part of the Plan
These are just a handful of ways you can integrate a Snapchat lens into multiple stages of your end-to-end social media marketing campaign. Creating a memorable integrated experience at at multiple levels helps bring consistency to your efforts and will keep users engaged throughout.
Interested in seeing how we can take your snap-game to the next level? Reach out to our team to learn more about creating a custom Lens for Snapchat!