Cannes Lions

Can't Stop

R/GA NEW YORK, New York / SAMSUNG / 2017

Awards:

3 Shortlisted Cannes Lions
Case Film
MP3 Original Language
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Demo Film
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Case Film
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Overview

Entries

Credits

Overview

Description

“Can’t Stop” is an exclusive 30-minute mix by Grammy-winning DJ/Producer Diplo. But there’s a catch: the only way to play it is by moving. If you stop moving, it stops playing. The mix is housed in a mobile web app that uses your phone’s GPS and accelerometer to detect movement. Run, jump, dance, pogo – the app doesn’t discriminate. Just don’t stop, and Diplo’s new release will keep playing.

Execution

Diplo created a 30-minute mix which was hosted in a mobile web app exclusively at www.movewithgalaxy.com. The site uses mobile sensors to pull data from the phone’s accelerometer and GPS to detect whether the user is moving. When movement is detected, the song plays. When movement stops, the song stops.

Diplo teased the mix and demonstrated the app to a live audience of 2,000+ at the product launch party at Samsung’s 837 Headquarters in Manhattan, where he encouraged people to move to extend his set. Then he let his 2 million Twitter followers in on it by driving to the link. It was available for one month from the day of the product launch.

Outcome

• It started with Diplo’s tweet to his 2 million followers and spread organically, resulting in over 87mm social impressions

• The mix became a trending topic in 48 hours

• In the first week alone, 4.1 million people got moving and stayed on the site for an average of 21 minutes.

• 18% of people moved for 30 minutes to listen to the whole mix

• We broke the “fitness” mold by getting featured in music sites like the Verge and Billboard, and Cosmo called Diplo “The fitness coach you were looking for.”

• +36% product awareness for the “Move” collection

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