Warner Music France’s Ninho fan experience
Using location to connect fans and artist on the streets of Paris
By: Lo Bénichou
Warner Music France partnered with Mapbox and “Rock n’ Roll Cartographer” Lee Martin to create an interactive experience to promote one of the label’s biggest Hip Hop artists, Ninho. The progressive web app encouraged fans to navigate the streets of Paris to recreate the artist’s logo on a Mapbox map for the chance to win a gold record and concert tickets.
To build this experience, the Innovation and New Usages Team at Warner Music needed to find a set of streets in Paris to match the letters “N” and “I” — the Ninho logo. Once they identified the location, they converted the data into a GeoJSON for Lee to use.
The app itself is a progressive web app, which offers the flexibility of a web browser with the experience of a native application — without requiring a download! It enabled the team to quickly go from pitching the idea to the label to development and release in less than three weeks. All the fans needed to do was visit https://www.ninhodestin.com/ to participate.
Using the browser’s native HTML5 Geolocation to get the user’s location, Lee developed a native-like experience. When the users opened the app, they were prompted to share their location and walk to the starting point.
Once the journey starts, the fans followed directions powered by the Directions API, supplemented by custom prompts from the Warner team. After users reached each checkpoint, the next path segment appeared, leading them closer to their final destination. At the end, fans could register their arrival by sharing the image of the artist’s logo on social networks. The team then welcomed the winners with prizes.
The night before the event, Ninho teased his followers with the announcement on social media. The morning of the event, the artist and his label shared all the information the fans needed to participate.
Fans gathered at Louvre-Rivoli in Paris and cruised the streets to meet with the label team and claim their prize, then shared the final design on Twitter and Instagram with the hashtag #ninhoparis.
Want to collaborate with Mapbox and integrate maps and location in your marketing campaigns? Reach out to me at lo@mapbox.com.
