APPLE MUSIC | SPATIAL AUDIO
The Campaign
On June 14th, we introduce Spatial Audio featuring Dolby Atmos through Apple Music’s biggest global marketing campaign to date. Launching in property markets, the work visualizes this immersive sound experience and invites consumers to try the future of audio, at no extra cost.
Hero Film
We opened our campaign with the launch of the hero film - a visual product demonstration that places the consumer at the heart of Masego’s song, Mystery Lady. We visualized Spaital Audio by creating the illusion that the artist is all around you. The film ran on TV online, as well as broadcast during the NBA playoffs, Euro Cup and late night TV.
Behind the Sound
Our Behind the Sound film takes a closer look at the technology and captures the difference it makes for an artist to create in Spatial Audio - “it’s like you’re stepping all the way into the sound.” The BTS film is ran on platform, Apple Music for Artists website and newsletter, as well as Apple Music and Dolby socials.
OOH
OOH features top artists (like Masego, J Balvin, The Weeknd) and ran in top cities including Los Angeles, New York, Miami and London.
Digital Advertising
High-profile site takeovers on Rolling Stone and Billboard will furthered our message in the digital space, as well as targeted video comparison across YouTube, TikTok and Snapchat.
Social
Artists helped extend our narrative in social channels by promoting their content releases in Spatial Audio.
Over the course of the campaign, we deployed our launch email to users worldwide along with acquisition, winback and engagement efforts featuring Spatial Audio across our top markets.
Ecosystem
We leveraged the Apple ecosystem to amplify our message, showing up in places like iTunes, in-product and push notifications.
