Deezer

A highly social experiential / digital launch campaign in which audiences shared favourite songs and stories via a Facebook application.

The creative concept brought the Deezer strapline promise – 'Where Music Comes Alive' – to life with a perfectly physical, interactive expression of just that. Built from hundreds of illustrated postcards, the 'DeezerMusicWall' was experienced online through a gigapixel image where you could zoom into each card and even play the relevant track from the Deezer catalogue.

The 'DeezerMusicWall' was brought to life in real-time by a team of illustrators working on a week-long installation at the Truman Brewery in London, creating a wall of over 800 hand-illustrated music expressions. We sent Facebook and Twitter notifications when each user entered their track. The real excitement kicked in when a user's card was created and added to the wall. At this point, we posted to their feed both a packshot and a direct link that zoomed elegantly into the gigapixel image within the Facebook app. This then became the focus for further conversations within Facebook, turning 100s of entries into hundreds of thousands of impressions across Facebook.

Pushing creative boundaries and social possibility, the campaign was nominated for an Econsultancy Innovation Award - Social Category.