Turbosoundtrack.com was created so that users could tweet messages to #LatinGrammy and we would then record an audio response and send it back to them. To do this, we recorded live audio responses at Zapboombang Studios in real time when the user’s tweets arrived and then placed them in queue with streaming radio software at a 1 minute delay. Users could visit turbosoundtrack.com to listen to their audio response, some of them sung by rock-stars.
Challenge:
- Get Verizon Wireless noticed during the 2014 Latin Grammy event.
Solution:
- Create a 48 hour long song to hi-jack #LatinGrammy before and during the Latin Grammy event. During this song users can post tweets to #LatinGrammy to receive a sung response by one of many musical artists, including Prince Royce, that can be heard by all on turbosoundtrack.com.
Results:
- Strong social media impact and good qualifying social conversations that boosted Verizon brand image. We dominated the #LatinGrammy hashtag by hi-jacking it during the Latin Grammy event.
- Social Media reach increased by 105% and organic reach increased by 9.84% with 1,409 new followers.
- The social media conversation about the campaign had a 99.3% positive sentiment rating.
My Roles
- Design the campaign ecosystem.
- Define the staff roles and live event process.
- Develop and advise on the technical strategies required to accomplish the campaign objectives. Such as the 5 minute audio package system along with the live radio stream program queue block technique.
- Provide code debugging and tactical development solutions to the development team.
The project was built on Amazon AWS using radio streaming software installed on the cloud server. We were required to employ many duplicate servers to host and load balance the live audio stream to make sure each server’s bandwidth and processor was never over loaded at any given point. Furthermore, we had to ensure that each audio packet lined up perfectly from the end of a previous audio file to the beginning of the next audio file so as to create a seamless audio experience. Each file package was split into 5 minute segments, so that at any given moment new packets could be inserted or the existing queue could be resorted as needed.
Details
Website:
Press:
Awards:
- 2015 Gold, W3 Awards, Social Content & Marketing – Promotions and Contests, Verizon Wireless, Latin Grammy 48 hour Turbo Soundtrack
- 2015 Silver, W3 Awards, Mobile Features – Best Streaming Audio, Verizon Wireless, Latin Grammy 48 hour Turbo Soundtrack
- 2015 Finalist, The Mashies, Digital Marketing – Best Real-time Marketing, Verizon Wireless, Latin Grammy 48 hour Turbo Soundtrack
- 2015 Gold, XXII Festival International de Publicidad Caribe, Interactive – Marketing Viral, Verizon Wireless, Latin Grammy 48 hour Turbo Soundtrack
- 2015 Silver, XXII Festival International de Publicidad Caribe, Interactive – Online Campaigns, Verizon Wireless, Latin Grammy 48 hour Turbo Soundtrack
- 2015 Bronze, XXII Festival International de Publicidad Caribe, Promo – Event Sponsorship, Verizon Wireless, Latin Grammy 48 hour Turbo Soundtrack
- 2015 Billboard – Latin Music Marketing Awards, Digital/Social – Brand Collaborations –Other, Verizon Wireless, Latin Grammy 48 hour Turbo Soundtrack
- 2015 Billboard – Latin Music Marketing Awards, Innovative – Use of Music – Original, Verizon Wireless, Latin Grammy 48 hour Turbo Soundtrack
- 2015 FIAP – Festival Iberoamericano de la Publicidad, Effective Creative, Verizon Wireless, Latin Grammy 48 hour Turbo Soundtrack