One Copy Song by R/GA New York for ADAM TENSTA

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One Copy Song

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Industry Software & Multimedia Productions, SaaS, Business equipment & services, Corporate Image, Mobile applications
Media Digital, Interactive & Mobile, Case study
Market United States
Agency R/GA New York
Executive Creative Director Taras Wayner, Chuck Tso
Copywriter Joanna Crean
Released June 2011

Awards

Cannes Lions 2012
PR Lions Media, Arts and Entertainment Gold
Media Lions Best Use of Social Media Marketing Bronze
Cyber Lions Community Applications Bronze

Credits & Description

Advertiser: ADAM TENSTA
Product/Service: FACEBOOK APP
Agency: R/GA New York, USA
Advertiser ADAM TENSTA
Product FACEBOOK APP
Entrant R/GA New York, USA
Type of Entry: Sectors & Services
Category: Media, Arts and Entertainment
Title: ONE COPY SONG
Advertiser/Client: ADAM TENSTA
Product/Service: FACEBOOK APP
Entrant Company: R/GA New York, USA
DM/Advertising Agency: R/GA New York, USA
Creative Technologist: Alex Swidersky (R/Ga)
Executive Creative Director: Chuck Tso (R/Ga)
Copywriter: Joanna Crean (R/Ga)
Visual Designer: Morten Halvorsen (R/Ga)
Chief Creative Officer: Nick Law (R/Ga)
Visual Designer: Rasmus Keger (R/Ga)
Visual Designer: Rasmus Wangelin (R/Ga)
Executive Creative Director: Taras Wayner (R/Ga)
Describe the campaign/entry
Free music for the masses has become the norm. When a new track drops, you head to YouTube, Spotify, Grooveshark or SoundCloud to take a first listen, along with thousands of others. But we thought what if there were only one copy of the song and listening to it was a singular, exclusive experience? With One Copy Song, it is.
When Swedish hip hop artist Adam Tensta wanted to release his new track, aptly named “Pass It On,” he approached us. One Copy Song was born, a Facebook app that recreates the feeling of listening to an exclusive release—giving just one fan the chance to listen to it at a time. Fans get in line, and when they reach the front, they listen to the song once and then pass it on to the next person in line. But waiting in line is a drag, so they could jump ahead by sharing Adam’s content through YouTube, Spotify, and Twitter. Facebook functionality made it easy to create the queue as well as share content amongst friends.
To date, “Pass It On” has traveled to over 40 countries, more places than Adam’s been himself. His Facebook fan base has grown by 20 times since One Copy Song debuted. Due to One Copy Song’s success, other artists are now using the app to release their music.
Describe the brief from the client
Adam Tensta is Sweden’s biggest hip-hop artist. A multiple Grammy winner, he sought a new way to promote his latest single.
But with services like Spotify, YouTube, and Grooveshark, music is accessible anytime, anywhere—so a lot of the anticipation with the release of a new single has been lost. We decided to release his new single as just one copy. Only one person could listen to the song at a time, before the next listener in line.
Since launch, thousands have lined up to hear the One Copy Song, and Tensta gained 50% more followers on his fan page.

Results

To date, “Pass It On” has traveled to over 40 countries, more places than Adam’s been himself. His Facebook fan base has grown by 20 times since One Copy Song debuted. Due to One Copy Song’s success, other artists are now using the app to release their music.

Creative Execution

When Swedish hip hop artist Adam Tensta wanted to release his new track, aptly named “Pass It On,” he approached us. One Copy Song was born, a Facebook app that recreates the feeling of listening to an exclusive release—giving just one fan the chance to listen to it at a time. Fans get in line, and when they reach the front, they listen to the song once and then pass it on to the next person in line. But waiting in line is a drag, so they could jump ahead by sharing Adam’s content through YouTube, Spotify, and Twitter. Facebook functionality made it easy to create the queue as well as share content amongst friends.


Free music for the masses has become the norm. When a new track drops, you head to YouTube, Spotify, Grooveshark or SoundCloud to take a first listen, along with thousands of others.


But we thought what if there were only one copy of the song and listening to it was a singular, exclusive experience? With One Copy Song, it is.