a strategic digital marketing consultancy
- Who we are and what we do
- Product: The Tour Scrapbook
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Who we are and what we do
- Motive Unknown is a strategic digital marketing consultancy, founded by Darren Hemmings, the former Head of Digital Marketing for the [PIAS] Entertainment Group.We bring creative, innovative marketing solutions to both bands and brands. Our core expertise lies in combining practical, effective digital marketing with cutting-edge innovation and technology.For an example of the products we have built to market our clients, click on the Tour Scrapbook link on the left.For an example of our work in social media for brands - in this case, men's clothing company Fly53, click on the Case Study link on the left.For all enquiries email Darren - let's talk about what's possible!
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Product: The Tour Scrapbook
- Motive Unknown and Six Two Productions are proud to present a new product for bands and brands: The Tour Scrapbook.The elevator pitch goes something like this: on a band's tour, every gig is given a unique hashtag. Then, when fans create media all they need to do is tweet that media with the hashtag in question, and the content will be added into the virtual scrapbook for that specific gig. Fans can then visit the scrapbook page on the artist's website and view all the media posted from their gig - and all other gigs on the tour.The fan experience is as follows:1. Fan lands on website scrapbook page - in this case for The Jezabels:
2. Fan then clicks on any city where they are then given the info page for that gig; when, where, date and crucially the hashtag to use:
3. Once the gig has happened, fans can then click on the Twitter icon to see all tweets from the night:
4. In addition though, if they click the "photo & video" icon, they can then browse a rich-media feed where all content is embedded and viewable:
As you can see, Twitpics, Flickr sets, YouTube videos and innumerable other media sources all translate to rich media embeds, meaning people can view the pictures without needing to click on links. You can also click-and-drag the map to view any country, though the map itself will focus on wherever the tour currently is in the world.This concept had various key benefits. Firstly, it brings focus to something already happening at gigs - i.e. fans taking photos, videos and even audio recordings on their phones - and brings that onto the artist's website.Secondly, it created an ongoing point of engagement for fans to enjoy the tour. If they were at the gig, they'd be looking at that date to enjoy what everyone posted. If they weren't at the gig, they'd be looking to see what they missed.Connecting the live experience with an artist's online activity has always been tough, often focussing on mobile initiatives like SMS offers or Bluetooth downloads, so I certainly believe that this provides an extra way to make that link. I won't deny though, that it also requires the band and their crew to be 100% into it in order for it to work. This is a product for bands and requires marketing as such: promote it on the tour and you'll see good engagement. Fail to mention it and it will die a death as people won't know about it to contribute.In the case of The Jezabels, they have been fantastic. Posters have been made up that left a blank space for them to write in each night's hashtag. These are then put up by the bar, the merch stand and even the toilets - anyplace where people are not focussing on the performance. They also tweet each night's hashtag. They're even taking part, posting up their own snaps too. Right now the band are only at the beginning of what will be a fairly lengthy world tour. Hence this is something I hope will continue to deliver value over quite some time (6+ months, in their case - though it could be longer for other artists). It can also be re-used as new tours happen. Check out the live version here.Interested in deploying the Tour Scrapbook for your artist? Get in touch!
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Subscribe to the Daily Digest
- The Daily Digest is a daily email curated by Darren Hemmings, founder of Motive Unknown, highlighting key news stories and developments in the world of music, marketing, tech and apps. It is free to receive.
To see the latest news from the Daily Digest, click here.
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Posts
- May 19, 12
Ever been told that you should fully discharge your battery to prolong its life? Or that jailbreaking your phone is illegal? Or that you should wait for the newest Intel processor because it's going to be "so much faster"? These are tech myths we hear all the time, and likely spread to our friends—b
- May 19, 12
As the mobile phone moves closer to the center of daily life in many parts of the world, combining phone, computer, camera, diary, music player, and much else all in one, it becomes a concentrated store of the digital DNA that defines us -- who we talk to, what we search for, who we meet, what we li
- May 19, 12
Truthfully, I thought everyone knew about the ‘Lucky 7 Lounge’. It’s a secret room at Pixar that’s really not so secret now. But I took a quick poll of some friends and coworkers and drew a blank, so here goes. It was a nook, really, created by the shape of the building around it and the needs of t
- May 19, 12
Pinterest users not only buy the products they pin, but spend more on average than their Facebook counterparts, according to new data from Shopify. Pinterest just picked up a cool $100 million in funding led by Japanese online shopping giant Rakuten, placing its value in the region of $1.5 billion.
- May 19, 12
The next iteration of Mac OS X is coming. It doesn't have a launch date yet, but it likely will by the time Apple's Worldwide Developers Conference wraps up next month. While most of the updates focus on the slow convergence of iOS with the desktop, one unsung gem is sure to delight those of us w
- May 19, 12
Digital media companies like YouTube and Yahoo have yet to see how much they will have increased their ad base by upping the quality of their video content recently. But as monthly video data released by comScore shows, both companies have managed to significantly increase the amount of time viewer
- May 19, 12
A clever bit of advertising gimmickry from Guinness: these pint glasses bear QR codes than can't be read when the glass is empty, nor when it is filled with amber-colored beers. But when filled with black, murky Guinness, the revealed QR code can finally be scanned: "it tweets about your pint, upda
- May 19, 12
While most of us were hurrying to turn off Twitter's new email digests, the company announced they would begin suggesting new people and brands to follow based on your Twitter activity. The trouble is, by "activity," they mean your friends, followers, and even where you go on the web once you leave
- May 19, 12
After intense build-up and a decent initial pop when the market opened, Facebook’s stock ended the day at $38.23. Some analysts are calling the IPO a dud because the stock did not trade well above its offering price. Underwriters including Morgan Stanley, JP Morgan and Goldman Sachs had to prop up
- May 19, 12
The following statement is from Paul Alan Levy, attorney for Public Citizen and our lead litigator against Grooveshark's ongoing and aggressive attempts to
