Idea:

To bring listeners back to the carefree moment of their lives, we created MixtapeOfYou.com - a fun site that lets you create, name and share digital mixtapes.

Execution:

The site was designed to create a digital experience reminiscent of actually making a mixtape. Everything, from the skeuomorphic design to details like pressing play and record to start recording.

Users got to select their tapes, labels, and take a trip down memory lane with 5 fun questions like, ‘when did you graduate high school?’ or ‘when was your first kiss?’. Based on the answers, from a curated list of over 100,000 songs, the site served up a unique mixtape. People could then personalize it even further by replacing tracks and naming it with fun names.

The platform was created in partnership with Spotify and featured every song that's played on Boom 97.3.

To fan the social flames, we also created fun gifs, gave away limited edition posters, vintage cassette players and even played people’s mixtapes and interviewed them live on air, everyday.

Results:

With cassette tape nostalgia at its peak in pop culture, the campaign surpass every engagement benchmark on a shoestring budget:

-Over 70% of site visitors created a mixtape.

-More than 14,000 mixtapes were created at last check.

-A staggering 78% of the tapes were shared on social media.

-Over 6 million targeted impressions were generated within the GTA.

Strategy:

Anyone who grew up in the 70s, 80s and 90s has made a mixtape. This, along with cassette tape nostalgia being at its peak in pop culture, meant that it was the perfect time to get people to take a trip down memory lane and tap into the positive feelings and associations that they have with mixtapes.

Background:

Toronto's No.1 radio station Boom 97.3 plays 70s, 80s, and 90s music with a mission to bring people back to the carefree moments of their life. For its first foray into digital, Boom 97.3 wanted to drive engagement with new and current listeners in a fun, meaningful way.