How Zedd used his bot to release music around The Grammys
And increased his fan engagement.
OVERVIEW
Leading up to the release of Zedd’s recent single “The Middle,” he launched his very own bot on Facebook Messenger in hopes to provide his fans with a new type of experience.
His bot allowed his millions of fans to have a conversation and learn about the creation of the song including hearing a 30 second Spotify clip, play a lyrics quiz, and create their own Zedd branded social profile photo.
PRE-SAVE
Working with Stashimi, Zedd, and his social team wanted to build out a unique experience for his millions of fans to receive exclusive content and have a conversation around his newest single release “The Middle.”
The experience started off a week before the release with a personal voice memo from Zedd letting fans hear a short snippet of the song. After fans played the voice memo they were encouraged to pre-save the song to their Spotify account.
The pre-save campaign saw a click-through rate of 82% with 76% saving the song and was noted as a huge success by management and label.
LYRICS QUIZ & PHOTO FILTER
The day of release Zedd sent an exclusive in-bot lyrics quiz where fans were asked to stream the song prior to taking the quiz. Fans were then encouraged to share their score with friends which automatically included the integrated Spotify player.
The following week Zedd sent a branded “The Middle” photo filter that let fans layer a custom image over their social profile photo. Fans were then able to upload the photo to their social profiles and share with friends.
The lyrics quiz saw a 89% click-through with 84% engaging with the content.
MUSIC VIDEO
To launch “The Middle” music video Zedd sent a push-notification to his Messenger subscribers to let them know first that the video has been released. Fans could also browse past music videos, user generated videos, and all other videos uploaded to his YouTube/VEVO channel.
MERCH & TICKETS
While fans were engaging with the novelty based content they were promoted options to browse Zedd’s upcoming tour dates and his new merch items.
30% of people that engaged with lyrics quiz and photo filters browsed the Shopify integrated e-commerce store.
EMAIL LIST
Users who wanted to leave a message could submit a message via the fan mail form that connected directly to his email system. An automated response thanked fans for their message and notified them that Zedd might respond to a few of the queries.
25% of users that subscribed to the bot sent fan mail.
For more info contact kosta@stashimi.com
www.bot1.com
