Armada Music #ArminXBalance Influencer Campaign

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Armada Music wanted to create some buzz around the release of Armin van Buuren’s latest album at the time, called Balance. It’s an album with a unique story, based on the personal experiences and growth of Armin. So, to match the greatness of the songs therein, we created a unique Influencer activation to amplify PR and conversation around the release, tapping into younger audiences while also catering to its existing fanbase.

In order to have a comprehensive activation, where Armin’s music could be visually translated, we created instagrammable murals in 3 key cities in Mexico, the Netherlands, and USA. These murals had the black and white visual identity of the album art, and contained unique Spotify QR codes that unlocked one of the songs of Balance before they were officially released. And after the launch, the QR code still redirected people to the album in Spotify. Awesome, isn’t it?

The influencers then amplified these murals and their hidden songs. 30 influential lifestyle profiles created content with the artistic background promoting the release of the new album and inviting followers to scan the Spotify code. Needless to say that the results were absolutely beautiful!

Check out the incredible content created by our influencer network Allegra Paris, Armando Ubeda, Brett Conti, Ceara Kirkpatrick, Dean Tucker, Eduardo Andres, Esmee Rudolf, Frederique Ligtvoet, Gabriel DeSanti, Gabrielle Maya, Iris Enthoven, Kevin Troy, Laura Ponticorvo, Lise van Wijk, Logan Armstrong, Lynn Quanjel, Macarena, Maria Bottlev, Maria Philibert, Mauricio Schroeder, Miranda Santizo, Nellie Sophia Benner, Prishella, Rebecca Laurey, Rien Welsink, Sebastian Gala, Shamyl, Thomas Nelissen, Tyler Babin, and Vita Boers.