We were tasked by Columbia Records to design a digital initiative to bridge the gap between album release and headline festival shows. Ideally that initiative would encourage repeat streaming behaviour of the new album and re-engage fans with the band's existing catalogue, as well as grow their Spotify followers and the band’s mailing list.
We combined all of our objectives with one inescapable fact: Kasabian love football, and so do their fans - and we came up with a Kasabian Fantasy Football game, powered by Spotify data.
Fans would pick a team from 11 Kasabian tracks and compete to see who has the ultimate Kasabian fantasy team.
In regular fantasy football games, players score points based on the performance of their team members in real-life leagues. In this case, the source data comes from Spotify. Weekly performance was based streams per listener – so the more times fans listened, the better their tracks (players) performed. The goal was not just to get fans playing the online game, but to persuade them to up their streams of the Kasabian catalogue.
To encourage fans to sign up, we offered VIP tickets to see the band at the UK’s Reading and Leeds festivals later.