To promote the release of Adam Tensta's single 'Pass It On,' the Swedish hip-hop artist took an unusual approach to music-sharing online. Since music is so easily live-streamed on sites like YouTube, Spotify and SoundCloud, this inventive social media campaign did things a little differently.
Tensta literally released his single as a one-off that users could only listen to once. Users signed up on Tensa's Facebook page to be put in a queue, because the single could only be listened to by one person at a time as well, before being passed on to the next person in line. Fans could jump ahead in line by performing other actions like Tweeting or watching his other videos on YouTube.
By nature social media allows instant gratification and this unusual campaign challenged users to do something they're unaccustomed to: waiting.
One Listen Only Singles
The 'One Copy Song' Campaign Allowed Users to Listen to a Song Just Once
Trend Themes
1. One-time-only Media - Brands and artists can experiment with releasing one-time-only media, challenging consumers to act quickly and sparking a sense of urgency for fans to engage with their content.
2. Queue-based Engagement - Creating queue-based engagements incentivizes users to perform specific actions to jump ahead—such as sharing on social media or watching previous videos—resulting in higher engagement with supporting content.
3. Social Media Experiences - Offering unique social media experiences can help brands and artists cut through the noise of traditional media and drive more users to engage with their content.
Industry Implications
1. Music - Offering these unique experiences can help music artists stand out in a saturated market, and might even drive more record sales for physical copies of their work.
2. Marketing - Using one-time-only experiences can help marketers drive consumer engagement and incentivize audiences to act quickly, which can be used as a tool to drive online brand engagement.
3. Technology - Developing technology that enables queue-based experiences can help create new opportunities for user engagement, and can result in consumer loyalty and excitement for new product releases.