Smartphone app unlocks interactive music content

Share this content:
Cantora Labs' SmartLounge app invited guests to a party once it was downloaded
Cantora Labs' SmartLounge app invited guests to a party once it was downloaded

The Offer: To kick off the weeklong CMJ Music Marathon & Film Festival in New York City last October, Cantora Labs, a tech startup incubator and offshoot of label Cantora Records, hosted a two-day party to display its music technology offerings, including the SmartLounge app. Anyone who downloaded the app, built by tech developer Sonic Notify, was invited to the party, which was sponsored by smartwater and PureVolume. The party also celebrated the launch of Cantora Labs.

The Data: Of the people who downloaded the app, 85% engaged with it, according to Cantora Labs. SOL Republic gave away headphones to attendees through badges earned by engaging with content at the event, including the ability to vote on tracks and act as a guest DJ.

The Channel: The SmartLounge app gave users access to on-site promotions and was regularly updated in real-time during the event with interactive content through the use of inaudible high-frequency sound triggers. Party and concert information and details about giveaways and drink specials were pushed out to the app for use at the Cantora party and during the festival.

The Creative: Cantora teamed with technology and music providers to keep partygoers engaged. Digital music site Spotify provided everyone at the party with free temporary accounts. With help from SoundCloud and Gobbler, a Web-based backup and transfer service, live music sets were recorded and streamed to the app, where users could listen via their smartphones after the event.

The Verdict:

Paul Notzold is senior creative director at Aspen Marketing Services, a marketing agency services division of Epsilon. He specializes in the mobile and interactive design and has done work for TIME, the 2008 Obama campaign, Merck, Rogaine, Neutrogena and others.

Download app, get into party … done. OK, I'll noodle with your app for a minute if it means a free drink. I'd be more excited to play with the inaudible sound frequency triggers. This would be a good time to introduce a game to the partygoers using the app.


Next Article in Mobile Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above