The O2 Appcast
In 2013 Wise Buddah worked with O2 and their partner Music Qubed to create a mobile-based app that downloaded to your phone the current top 40, as well as specially curated playlists that would appeal to Top 40 fans.
Wise Buddah created and produced The Appcast, a weekly 8-minute audio show featuring music, interviews and fun chart artists of today.
It was presented by Radio 1’s Scott Mills and stuffed full of Top 40 stars, with the most impressive part of this project being that ALL the artists featured did so for promotional purposes, with no financial investment required by O2.
The project needed to be
1. An exclusive offering within O2 tracks, content O2 could really own.
2. Content that would aid in customer retention
3. Content that could aid in social and word of mouth marketing objectives
Over the three years anyone who was anyone appeared; Kylie Minogue, Calvin Harris, One Direction and Ellie Goulding. We also created Appcast Takeovers with artists like Rizzle Kicks, Little Mix and Olly Murs, and specials around big events like The Brits, Christmas and even Mothers Day. Over 150 shows and around 300 guests we didn’t pay for one artist, something that amazed O2.
Fans seek out content from their favourite artists. So as well as creating the weekly Appcast, we also segmented key points from each interview and seeded across social media. Each clip took fans to the O2 Tracks app download page encouraging app take-up. This is in addition to Scott and featured artists also tweeting links to O2.