Alicia Keys Open Mic

Objective

Sony Music launched Alicia Keys OpenMic to deepen fan engagement with the artist through an innovative digital experience on emerging iPhone platform. The campaign aimed to leverage proprietary pitch-detection technology to create an interactive singing experience that would strengthen the connection between fans and the artist while exploring new distribution channels for music IP.

Solution

Alicia Keys OpenMic was the first interactive karaoke game for iPhone and iPod Touch. Rain developed a proprietary pitch-detection engine that analyzed vocal performance in real-time, scoring users based on pitch accuracy compared to the original vocals. The app featured OpenFeint integration, unlocking achievements as scores improved and posting scores to a worldwide leaderboard so fans could share results globally and compete with other singers. Players received immediate feedback on their vocal performance and could record their performances for sharing.

Results

Winner, 2010 Applied Arts Awards, Mobile Apps category.