What's That Song
View the case- Brand
- NOW
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Quiz & Trivia
- Platform
- App
- Agency
- We Make Awesome Sh
Objective
NOW That's What I Call Music needed a way to put its huge back catalogue in front of people who weren't buying compilation CDs. Rather than sell the music directly, the brand turned recognition of its own hits into a game people would keep coming back to, using a free app as a mass-reach channel into the UK App Store charts.
Solution
You open the app and a snippet of a NOW track starts playing. The faster you can name the song, the more coins you bank when the round ends. Those coins are the only way forward — spend them to unlock new song packs and genres from the NOW catalogue, so a good run buys you a bigger game to play next time. Sessions are quick, round-based bursts you can pick up and drop whenever, on either iPhone or iPad.
Results
600,000+ downloads to date, including 300,000+ in the first three weeks — enough to make it the No.1 free app in the UK App Store. The app has been played 5 million+ times.
- 1
The player downloads the free app, available as separate versions for iPhone and iPad.
- 2
Each round plays a track from the NOW That's What I Call Music catalog, and the player tries to identify the song as quickly as possible; speed of recognition is the core mechanic.
- 3
At the end of a round, the player earns coins scaled to how fast they identified each song.
- 4
The player spends earned coins on new music packs and genres, unlocking more of the NOW catalog to play in future rounds.
