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Hoping to launch Nicky Jam's already ubiquitous track, 'X', into something truly astronomical, Relentless Records needed a unique and memorable advertising approach that would engage the UK 13-19 year old demographic, help spread the song a wider audience, and, most importantly, drive streams and downloads on a variety of music services.
Recognising we would need something out-of-the-box to effectively engage with the target audience, we decided to conceptualise a dance challenge, akin to the likes of 'flossing', so to help promote the song in a way which was fun and interactive.
A sandwich ad campaign was devised which made use of some of the biggest music influencers on Snapchat to help spread word of what was named 'The X Challenge', complete with a preview of the track and demonstrations of the dance so that the audience could perform the challenge themselves. Each influencer's story concluded with the invitation to swipe up, and doing so would lead users to a landing page where they could stream or buy the track from a variety of apps.
The campaign was a great success, boasting a sky-high 97% completion rate and a number of swipes totalling to upward of 4,000. Contribution from 'The X Challenge' saw the official YouTube video for 'X' past the 1 billion view threshold.