Project Noise // Sennheiser UK
Yet another great campaign utilizing SoundCloud is coming your way - at least, if you are in the UK. Sennheiser teamed up with London based producer Labrinth to bring you Project Noise, an exciting collaborative approach to creating new music.
DigThis Media advised executive agency Billington Cartmell on how to leverage SoundCloud.com and the SoundCloud API the best way possible regarding campaign assignments and user experience.
As Sennheiser UK already has a decent number of Facebook fans, their corporate timeline and a Facebook APP are supposed to be the hub, where the promotion starts, submissions are showcased and users interact with sounds/ tracks. In order to implement a seamless sound-driven campaign on all of their social channels and guarantee maximum 'shareability', i.e. amplification, of the content, using SoundCloud sure was the right (and only) choice. After going back and forth on the various ways to record, upload and share sounds using the social sound platform's API, we finally decided on the most traditional, yet easiest way, which is sharing by e-mail. Even though this implies some moderation effort on BC's end, the solution provides them with maximum control and minimum susceptibility to errors. In order to streamline the user journey they created a Facebook APP, which makes use of standard SoundCloud features and guides fans, who like to contribute, through the process. The result is a perfect example of 'community-sourcing' your corporate sound on the social web. Why buy expensive licenses and associate your products with random music, if you can rather produce something unique in collaboration with your fans? The technology to make it happen is already out there, you just have to know how to use it.
As a side effect, the SoundCloud HTML5-widget provides Sennheiser with some extra branding, whenever a Project Noise sound is shared. Just mouse over the cover artwork above and see the magic.
Btw...if you happen to seek a cool digital creative agency in the UK, you should check out Billington Cartmell. These guys rock!