Skol reinvents musical connections via location-based social app
By Chantal Tode
July 28, 2014
Skol's Soundspot app
Brazilian beer brand Skol is using mobile technology to tag a song to locations on a map for a shareable experience that defines places with music.
The Soundspot mobile application was created by F/Nazca Saatchi & Saatchi for the beer brand to go beyond simple music discovery and sharing by enabling users to create sound identities for locations. Users can choose from over 30 million songs from Web-based music streaming service Deezer
“Skol has always stood out for its innovations, and for a long time it has been associated with music through the sponsorship of concerts and promotion of artists, in addition to owning the largest online radio of a brand in Brazil,” said Theo Rocha, creative director of F/Nazca Saatchi & Saatchi.
“With Soundspot, Skol reinvents the way of connecting to consumers through music, promoting an authentic relationship between them,” he said.
“This is not the first app of the brand. It was already launched the GPS Skol, which helps people find the cheapest Skol nearby, and the Radio Skol app.”
Once the app has been downloaded and users have registered, they can drop a song on a specific place on the map. Songs can be posted with a comment and/or a photo.
Users can tag songs any place on the map, enabling them to share with others what they are listening to at a location such as a specific street, an art gallery or a party.
Each song marked in a place will be visible to the other users who pass by there, in addition to appearing on the timeline of their followers.
The app also enables users to create their own network of influences, following friends and artist profiles.
The timeline displays what a user’s friends have posted and offers a way to like their posts and make comments.
The project is designed to have an organic process and adapt to users’ clicks, with the final product shaped by those using the app. The goal is, in the future, to have the app reveal the musical map of cities and areas.
The launch involves partnerships with Vice magazine and Brazilian music ambassadors such as Karol Conka, Dj Marky and Kondzilla. They participants, along with other influencers, graffiti artists, skaters, DJs and nightlife personalities, are tagging songs to their favorite places in the country.
The app is available to download for free on iOS and Android devices as well as for desktop.
The Soundspot is another example of marketers are leveraging the convergence of mobile and music to create brand experiences tied to specific locations.
Fore example, Anheuser-Busch brand Michelob Ultra is creating branded, city-specific playlists accessible via a dedicated mobile Web player application to enhance its sponsorship of marathons and music festivals (see story).
“The app was first present to participants of youPIX, which gathered 18,000 Internet users and personalities in three days,” Mr. Rocha said.
“Besides PR actions, the promotion of Soundspot will have films, posters, actions on social networks and the support of ambassadors like Karol Conka, Kondzilla and DJ Marky,” he said.
“We believe that Soundspot will stimulate the discovery of new artists and create a musical map of cities.”
Chantal Tode is senior editor on Mobile Marketer, New York
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