As mobile messaging app continue to grow in popularity on consumers smartphones around the globe Sony Music has turned to Kik, the Waterloo-based mobile messaging app for a global campaign for the group One Direction. This is a first of its kind that will introduce a 1D Kik Card – a shareable mobile experience built on Kik’s HTML5 platform, and the over 95 million users of Kik.
“Brands and marketers are beginning to realize that messaging is the killer app in mobile, and we’re looking forward to working with IPG Media Lab to help more incredible brands like One Direction connect with their audiences.”
Now fans of One Direction will be able to chat with each other on Kik and unlock exclusive One Direction content through a unique group “unlocking” program centered on the band’s new album Midnight Memories. One Direction’s Kik Card will launch in tandem with the worldwide release of the bands’ third studio album on Syco/Columbia Records. The card will allow the Kik community to share both exclusive and existing One Direction content, including videos, photos, and social media news.
“We believe that messaging tools will be dominant in millennial communication, and that music will be a prominent vertical in that space. We’re excited to help Columbia get out there early to take advantage of this growing marketplace, and we’re confident other labels and brands will follow their lead.” said David Rosenberg , managing director, IPG Media Lab.
“We’re excited to provide One Direction with a fun, authentic new way to reach millions of their fans,” said Kik CEO Ted Livingston. “Brands and marketers are beginning to realize that messaging is the killer app in mobile, and we’re looking forward to working with IPG Media Lab to help more incredible brands like One Direction connect with their audiences.”
To access the 1D Kik card, go to www.1dkikcard.com on your iPhone or Android smartphone.