Boom 97.3 - "Mixtape Of You"

No Fixed Address

No Fixed Address Toronto, Canada

Awards

4471

Brand: Boom 97.3
Country: Canada

Advertiser: Boom 97.3

Title	Mixtape Of You
Agency	No Fixed Address
Campaign	Mixtape Of You
Advertiser	Boom 97.3
Brand	Boom 97.3
Date of First Broadcast/Publication	2017 / 5
Business Sector	TV/Radio Programs & Stations
Story	Ah, the mixtape...for anyone who grew up in the 70s, 80s or 90s, the word alone conjures up first loves, summer vacations, school dances...some of life’s best moments. Playing off of this nostalgia, Toronto’s number one radio station launched Mixtape of You to create fun and meaningful engagement with listeners. The site invites music lovers - and memory lane strollers - to mix a tape (almost) the old fashioned way. After a short quiz, the site populates a personalized mixtape users can play, share and save.
Philosophy	Toronto's No.1 radio station, Boom 97.3, plays 70s, 80s, 90s music and wanted to engage with new and current listeners in a fun, meaningful way. Anyone who grew up in the 70s, 80s or 90s has made a mixtape. So, we created MixtapeOfYou.com – a fun site that lets people create, name and share mixtapes. The site was designed to create a digital experience reminiscent of actually creating a mixtape - everything, from skeuomorphic design to details like pressing 'play' and 'record' to start recording. Inherently social in nature, we also played people's mixtape live on air to further encourage participation.
Result	The campaign surpassed every engagement benchmark with over 70% of site visitors creating a mixtape. In total more than 14,000 mixtapes were created. A staggering 78% of the tapes were shared on social media. Over 6 million targeted impressions were generated within the GTA.
Media Type	Case Study
Length	120 seconds
More Information	www.MixtapeOfYou.com
Creative Director	Dhaval Bhatt
Creative Director	Shawn James
Designer	Randy DeMelo
Producer	Sumit Ajwani
Producer	Alora May
Programmer	Max Rusan
User Experience Architect	Phil Dodd