ADAM TENSTA Digital One Copy Song by J. Walter Thompson New York, R/GA New York

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One Copy Song

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Industry Business equipment & services, Corporate Image
Media Digital, Interactive & Mobile
Market United States
Agency J. Walter Thompson New York
Chief Creative Officer Nick Law
Executive Creative Director Taras Wayner, Chuck Tso

Agency R/GA New York
Chief Creative Officer Nick Law
Executive Creative Director Taras Wayner, Chuck Tso

Released May 2012


London International Awards 2012
Digital Use of Social Media Gold Winner
Digital Entertainment Silver Winner
Digital Apps/Products Short List

Credits & Description

Entrant: R/GA, New York
Adam Tensta - "One Copy Song"
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Corporate Name of Client: Adam Tensta
Agency: R/GA, New York
Global Chief Creative Officer: Bob Greenberg
Chief Creative Officer: Nick Law
Executive Creative Directors: Chuck Tso/Taras Wayner
Copywriters: Joanna Crean/Mark Moll
Creative Technologist: Alex Swidersky
Design Director: Rasmus Wangelin
Visual Designers: Rasmus Keger/Morten Halvorsen
Description of the Project
Adam Tensta is Sweden’s biggest hip-hop artist. A multiple Grammy winner, he sought a new way to promote his latest single “Pass It On.” 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. To reignite that excitement, we helped Adam release his new single as just one –and only one– copy. One Copy Song is a Facebook app that allows only one person to listen at a time before passing it to the next person in line. Fans signed up to listen on Adam’s FB page. Once in line, they could “cut the line” by tweeting, watching his videos or listening to his other songs on Spotify. Once it was their turn, fans had only one hour to listen and could only play it once, before the song was passed to the next person in line.
Since launch, thousands have lined up to hear the One Copy Song. The song has traveled to more than 40 countries and Tensta’s FB presence has increased by 20x.