We developed a previously untapped area, through which internet celebrities praised their musical choices, but now using TIDAL. We used the popular online trend of nominating and challenging and asked each influencer to dedicated specific songs to other influencers. We utilised all of the celebrities’ own channels: Facebook, Instagram, Snapchat, Youtube, Twitter.
We have ensured content consistency on the visual level (picture of the influencer wearing headphones), as well as the hashtag itself (#playtidal). After a few days other influencers became interested in participating in the campaign and dedications with the hashtag #playtidal were now being created by ordinary consumers, for which we awarded them. In just a few days, 41 influencers took part in the campaign, and the campaign itself expanded beyond local boundaries, as the nomination from Radzimir Dębski (Jimka) was accepted by one of the most popular singers in the world - Nicki Minaj who dedicated a song to all Polish fans.
#playtidal is an example of how to use natural influencer behaviour in the area of social media to create a marketing message, which can have a real impact on the behaviour of fans. Simple mechanics, involving all popular social media platforms, and on the other hand, the attractiveness of the task itself helped to reach and engage fans. The results achieved have become a solid foundation for subsequent promotional activities of TIDAL in the Play network as part of the ATL campaign.