Before being bought out by Apple, Beats by Dre threw its hat in the ring with their own unique streaming music service. Problem is, no one knew how it worked.
At the heart of the app is "The Sentence," a madlib-esque feature that creates the perfect playlist for exactly the time, place, mood, and activity you are in.
We wanted to get people used to "The Sentence" mechanic, on a platform that everyone was already familiar with. Also, just to kick up the incentive, we got some exclusive content from a pretty well-known artist.
Our solution was this little game, embedded here. It's a 30-minute-long YouTube video that uses YouTube's annotations feature to fill out "The Sentence", loaded with easter eggs of content from Lady Gaga. Give it a spin.
We also thought about the idea of the perfect playlist for the exact moment and applied it to pre-roll.
Since we know what song and roughly where you are searching for that song, we created a matrix of skippable pre-roll videos that spoke directly to the end user and suggested their next song to listen. So for instance, if you are in Miami and just searched for Avicci, you might get this ad suggesting you listen to Scissor Sisters next. Check it out.