The media consulting agency, Vizeum, the Creation and Digital Strategy agency, Isobar, and the Dentsu Aegis Network group's special operations, media content and innovation division, The Story Lab, are creating exclusive and highly-targeted musical content, together with famous DJs, for the renowned House of Mask parties.
After the success of the Secret Party last February 26, The Story Lab is now offering exclusive content made in partnership with the electro scene's emerging artists: Feder, Synapson and Boston Bun.
Vizeum and The Story Lab are developing this explosive project together with the music giants Deezer and Warner Music 360°, to ensure that House of Mask becomes a reference in the world of electro music. What's more? Giving the House of Mask community an opportunity to access this exclusive universe through unprecedented videos.
In the works: 2 original and customized concepts:
At the same time, and to amplify the brand's renown, Deezer is offering a House of Mask playlist, featuring top artists from the electro music scene: http://www.deezer.com/playlist/1589103455. The House of Mask community is also being invited to take part in competitions to win subscriptions to Deezer, which give access to unlimited music on any device. These different initiatives are supported by a Deezer media strategy, targeting the 18-24 age group as well as students.
The surprising mix of unprecedented anecdotes, secret locations and musical content asserts and cements House of Mask’s place within the electronic music scene.
The Isobar agency is in charge of amplifying the campaign through social media, in order to make this comprehensive initiative, which is live from February 4 until the end of August, a viral one.