Universal Music had to launch Lorde’s first album, “Pure Heroine” in Argentina. How to differentiate it from other record launches? By doing something relevant and disruptive. By connecting people with music, not only through their ears but offering a musical experience.

For the first time, fans could get a discount on the album by doing something funny: dancing.

We designed a software capable of reading people movements using kinect technology.

The better they danced, the bigger the discount they got on the album Pure Heroine.

First thing related to music is dancing. A creative execution centered on an extravagant dancing couldn’t work with another artist than Lorde.

People were really into it. They danced, shared their videos and tweeted in order to get a discount on the album. Also, the winner of the web contest got the chance to fulfil his dream of travelling to L.A. to meet Lorde in person.

People could participate from their home through the website or in the booths with kinect technology that we placed in bars and records stores in Buenos Aires and in one of the most important music festival in Argentina: Personal Fest. The top prize for the "Move Like Lorde" web contest was a trip to Los Angeles to meet the singer.

The campaign was launched on Sept 18th, 2014 and ended on Oct 18th, 2014. It was totally implemented according to the original plan.

More than 52000 people danced at the mobile recording booths.

Almost 13000 people earned discounts on the album.

Album sales increased by 11% and downloads by 275%

The world press boosted the initiative.

We met our goals: all those discounts turned “Pure Heroine” into a Gold Record in Argentina.

And we fulfilled the dream of one of Lorde’s fan to travel to L.A. to meet her in person