Cannes Lions

Tap Songs

F.BIZ, Sao Paulo / CLARO / 2017

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Overview

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Credits

OVERVIEW

Description

We created a game that hacked Instagram Stories to promote a free music streaming app to Claro Telecom clients.

How it worked:

A song was divided into different stories. Each story played some tunes and the player needed to move to the next story at the right time to be able to get into the right rhythm and find out what song was playing.

The rhythm of the song was defined by a path on stories and this path formed a drawing. Each song had its own drawing, so no player became an expert easily.

At the end of each song, everyone was invited to download the app and have millions of songs available to become experts in the music world.

Where everyone saw a platform for photos and videos, we created a game.

Execution

We selected the biggest hits on Claro Music app and did a special version for Tap Songs, a game on Instagram stories.

These songs were divided into different stories, each one containing some tunes of the song. People were invited to find out what song that was by using as few stories as possible.

At the end of the game, everyone was invited to download Claro music app and have millions of songs available for free.

We also sponsored a Stories to the target audience, inviting everyone to take part in the game.

Where everyone saw a platform for photos and videos, we created a game.

Outcome

- We created a new way of using Instagram Stories.

- 60% of engagement on the stories.

- 40% of Claro’s followers played the game.

- 25% of Claro’s followers accessed the game in the first day

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