Digital agency ICAN has created an innovative campaign for its client Tennent’s that allows people pick and choose the type of music they want to hear at selected bus stops and bars.
The campaign, which ICAN says is a first for a beer brand in Ireland, uses technology developed by the Dublin-based start-up Buzzoo. It allows users to interact with NFC or QR codes and take control of the music around them by using the TuneTap app on their mobile. Users can vote for their favourite songs on playlists and the more votes the song gets, the higher up the playlist it goes. TuneTap has been rolled out at specially built interactive bus stops with built-in speakers and at selected bars around Belfast
According to Arlene Hanratty, client service director with ICAN: “We really wanted to resonate with 18-25 years olds and do it in a way that no other beer brand has in the Irish market. By making everyone a DJ! In the pub and at bus stops. We were aware of the Buzzoo music platform and were delighted to partner with them to bring the idea to life”.
“TuneTap, created in partnership with ICAN, our creative agency, really brings our commitment to music to life in Northern Ireland. TuneTap reflects our dedication to connecting people, our brand and music in the most exciting and innovative ways,” adds Sarah Shimmons, beer marketing manager, C&C Group.
TuneTap is ICAN’s first campaign in Northern Ireland since the agency recently opened an office in Belfast.