Music Meister
- Brand
- Nokia
- Year
- 2009
- Objective
- Engagement
- Industry
- Tech & Telecom
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- These Days
Objective
Nokia launched Comes With Music in the Netherlands in 2009: buy a handset, get a year of free downloads from the Nokia Music Store. The catch wasn't price, it was trust — Dutch buyers barely knew the Nokia Music Store existed and doubted it held anything they'd actually want to hear. The quiz was built to prove the catalog was full of music people already loved, and to get that proof passed around Dutch social platforms friend to friend.
Solution
Players open the quiz and start hearing short clips pulled straight from the Nokia Music Store catalog, racing to name each track before the clock runs out — the quicker the guess, the higher the score. The framing plays it out like a chase: two people bouncing around a city while the player listens in and tries to keep pace with what they're hearing. When the round ends, the player is prompted to send the same set of clips to a friend, to settle once and for all who's the real Music Meister. That challenge could be fired off directly from the app on Hyves.nl, pulling in the player's own friends list, or started fresh from entry points on MTV.nl, Nokia.nl, or the comeswithmusic.nl promo site.
Results
The average visit lasted over 13 minutes.
- 1
Players reach Music Meister from one of several entry points tied to the Nokia Comes With Music Dutch launch — Hyves.nl, MTV.nl, Nokia.nl, or the English-language comeswithmusic.nl/quiz/ promo site.
- 2
A scene plays out as a short animated sequence of two characters bouncing around a city, and the player hears the same music clip they hear — a track drawn from the Nokia Music Store catalog.
- 3
The player's task is to identify the playing track as fast as possible each round; response speed is the score that drives the round.
- 4
Once a round ends, the player is prompted to challenge a friend to find out who is the real Music Meister, comparing results head-to-head.
- 5
On the Hyves version, that challenge can be sent directly to the player's connected friends after finishing, routing the invite through the social graph the way Facebook-era apps did.
