Over recent months we have been tracking a Music Artist, Labrinth who is destined to become the next UK artist to hit the big time. Our interest in this particular artist, apart from the fact he has been signed up by Simon Cowell’s label ‘SYCO Music’, was originally sparked by his use of Mobile Bar Codes (QR Codes) in Lab’s brand advertising.
SYCO Music engaged London based Digital Marketing Agency, Punktillo, to develop a sophisticated online marketing campaign, to establish the Labrinth brand in readiness for the release of his first Single – ‘Let The Sun Shine’ which goes on sale on 26th September 2010. The campaign has been running for at least 2 months and crossed all Social Media platforms, including; YouTube, Facebook, MySpace and Twitter.
Content Manager Leif Johnson at Punktillo, told QRazystuff “The thing QR codes do for Labrinth is at first glance they look like a ‘Labyrinth’ or maze. So this has made things a little easier for us due the the QR Codes initial aesthetic. Labrinth is best known as a producer and the genius behind Tinie Tempha’s ‘Pass Out’ and ‘Frisky’. To start with Labrinth was practically faceless which we used to our advantage by implementing the QR Codes as a way to get to the enigma that is Labrinth. So keeping him illusive and using a QR Code on his facebook rather than a picture of Labrinth himself helped make people use the QR Codes to find out more.”
Central to the brand building exercise has been the use of Video content to deliver the brand message and enable viral video messaging to drive up Labrinth’s following in readiness for his Single release. The Labrinth YouTube channel already has 651 subscribers and 316,413 channel views. The first in a series of videos features an animated Labrinth character using QR Codes to deliver hidden messages and set up a campaign that will ultimately engage a mobile savvy audience with the Labrinth brand.
Leif continued, “For the past few months we’ve had to create online content for Labrinth because his single ‘Let The Sun Shine’ was still not released. So we made a series of viral videos with one off tracks produced by Labrinth that you can be linked to via QR Codes. Plus at the end of these videos there are QR Codes that direct people to the facebook, twitter or just secret messages about up and coming shows or the single release.”
Labrinth’s Facebook Page also consistently features QR Codes, which resolve to all manner of relevant content. Codes have included Competition Entry, Secret Messaging & Video content and we’ve been lead to believe this is just the start of it for Labrinth and QR Codes.
The latest in the series of videos, which was shot at the V Festival demonstrates the QR Code messaging Leif refers to, whereby the QR Code at the end of the transmission resolves to a data collection site for followers to sign up to Labrinth’s newsletters.
Leif concluded “We also had a T-Shirt made to get the idea of QR Codes out there for his performance with Tinie Tempah at T4 on the beach. QR codes are the link to Labrinth’s world and QR Code users will be rewarded for scanning them. Looking forward that’s all we can say as future QR Code ideas are to be kept well and truly under our hats.”
From our perspective, it’s great to see yet another twist in the marriage between Music & QR Codes, this time we applaud Leif and his team at Punktillo for not only delivering a well planned and perfectly executed Social Media campaign, but also for recognising that Labrinth’s target audience will be Mobile savvy and will engage with Mobile Bar Codes, providing there is relevant content waiting for them behind the codes.
Hopefully sometime soon we will see Labrinth hitting the Music industry headlines with a QR Code or two in sight – perhaps we might see a QRazystuff Hoodie on Labrinth or perhaps even Simon Cowell…
Preview the “Let The Sun Shine” Single