Good Morning America extends summer concert excitement via musical.ly collaboration
By Alex Samuely
June 8, 2016
The musical.ly app
Good Morning America is ramping up excitement for its 2016 Summer Concert Series by teaming up with video social networking application musical.ly to enable fans to participate in a slew of challenges for a chance to perform live on the show and meet musical artist Demi Lovato.
Good Morning America fans will have until June 14 to participate in several challenges within the musical.ly app by uploading 15-second clips via the #GMAChallenge hashtag. Two app users will be chosen to visit New York to compete in a final contest round before performing live on the morning television program, while one grand prize winner will receive the opportunity to meet Demi Lovato prior to her GMA concert and win tickets to one of her upcoming tour appearances.
As GMA is sparking excitement over this contest daily, this can only help raise musical.ly's awareness in the marketplace (starting, of course, at the beginning of the summer vacation season), said Marci Troutman, CEO of SiteMinis. This contest started Monday and already there are hundreds of thousands of views happening, and that will only get stronger with GMA pushing this contest each morning and showing a sampling of entries.
Good Morning America viewers can participate in the contest through Tuesday, June 14 by downloading the musical.ly app for their Android or iOS devices and setting up a user profile. Once the profile has been created, individuals must search the #GMAChallenge hashtag to find the contest landing page.
The landing page will enable them to create and post their 15-second clips set to songs by Flo Rida, Jason Derulo or Demi Lovato, depending on each round.
The musical.ly social network may garner Good Morning America a slew of new millennial viewers
Musical.ly already boasts more than 80 million users, and is likely to gain a new fan base following the partnerships announcement. Its users, which largely consist of millennials and Generation Z consumers, can create, share and discover videos aligning with social media trends and pop culture moments.
Individuals can add filters and edit the speed of their own clips before uploading them via the musical.ly app or onto other social networks.
The collaboration was first announced on a Good Morning America segment that aired yesterday.
Contest participants will advance to the next round if their videos are deemed the most creative. Two individuals will be chosen to head to New York to compete in the last round and perform their routine live on Good Morning America.
One grand prize winner will travel to meet Demi Lovato prior to her June 17 GMA summer concert, and will also receive two tickets to one of the stops on her upcoming Future Now tour.
The contest closes at 5 pm ET on June 14.
Musical.ly leverages younger consumers' proclivity toward mobile videos
Music is arguably one of the most universal ways with which companies can capture millennials attention and boost in-app engagement, making the Good Morning America and musical.ly collaboration a smart move for the television program, which likely wants to attract a younger demographic.
For example, Coca-Colas latest mobile innovation transforms bottles into a remote control for Spotify playlists via an app that registers products using smartphone cameras and curates music collections representative of common summer experiences (see story).
Additionally, last year, American Eagle Outfitters brought its store playlists well known among millennial shoppers - to mobile users devices through an app update that turned it into a streaming music app to boost engagement (see story).
The primary participatory demographic for this campaign will be mostly younger consumers and millennials, as this demographic fits within the Demi Lovato age bracket very nicely, Ms. Troutman said. It will appeal to that group more strongly and the minimum age to enter is 16 years all entrants must be able to participate in 4 rounds and travel to New York by the 16th.
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