ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

UNICEF strives for biggest-ever sing-along, powered by TouchCast app

Author

Chantal Tode
UNICEF has launched an interactive mobile application enabling everyday people to record their own version of Imagine, John Lennon?s anthem of hope and peace, alongside their favorite stars, in what the organization hopes will be the largest-ever global sing-along.

The new #Imagine project was launched this week and brings together Yoko Ono as well as UNICEF ambassadors such as Katy Perry and Angélique Kidjo with the aim of creating a unique moment in music that will highlight the challenges children face around the world. Their efforts will be made into a multi-lingual version of the song, with everyone who records his or her voice using the app getting the chance to have their vocals and videos used in the new version of the song and its accompanying video. 

?We shifted to a mobile-first digital strategy earlier this year,? said Jim Rosenberg, chief of global digital strategy at UNICEF.  ?The #IMAGINE campaign offered an opportunity to try some of the latest technology around content co-creation, one way to break through the wall of noise we all deal with online. 

?Mobile and other digital platforms are a key part of our efforts to engage a global audience and drive awareness and action for children?s rights,? he said. 

The app is powered by TouchCast. 

Imagining a better future
To participate, consumers can download the TouchCast app for iPhone or iPad from the Apple App Store. Once the app is running, users push the red record button to record their version of Imagine. Users can also record personal messages describing what they imagine a better world for children would be like and share their recordings  with the hashtags #EVERYVOICECOUNTS and #IMAGINE.

The project was unveiled at a musical event at the United Nations General Assembly last week that featured live performances from artists from around the world. 

The new version of Imagine along with its music video will be released before New Year?s Eve 2014. 

The #Imagine iPad app

For the project, UNICEF is using mobile to give aspiring pop stars a way to sing along with Hugh Jackman, Katy Perry, Angélique Kidjo, Priyanka Chopra, Yoko Ono and David Guetta as they help raise awareness of children?s rights. 

Mobile, music convergence
The effort is the latest in a long list of marketers who are attempting to leverage the convergence of mobile and music to drum up excitement, awareness and engagement for their brands. 

This summer, Brazilian beer brand Skol used mobile technology to tag a song to locations on a map for a shareable experience that defines places with music (see story). 

American Honda Motor Co. is similarily pushing into music content with a YouTube video channel could help the automaker click with elusive younger buyers (see story). 


?We want to meet people where they are, in the language that they speak ? so that?s on a mobile device,? Mr. Rosenberg said ?This is the first time we?re doing a global content co-creation campaign, so it will be interesting to see how different platforms and regions perform over time.?

Final Take
Chantal Tode is senior editor on Mobile Marketer, New York