Monday, August 24, 2009 | 8:06am
MARKETING MATTERS: Sean Kingston’s new album offers Karaoke App as Viral Marketing Tool
Album booklet will feature an special image that when held up to webcam launches special karaoke platform
Much like Def Jam and their mini-magazine they’re expected to feature inside Mariah Carey‘s upcoming album, Epic Records is likewise looking to pull out all the marketing stops with Sean Kingston’s new album, “Tomorrow“. The label announced they intend to include a special image in the album’s CD booklet which, when held up to a webcam, launches an “augmented reality” karaoke session on his website.
The new application will give fans an opportunity to sing along to “Fire Burning.” An animated dancing version of the star, called lil Sean gets superimposed on existing video as if it’s in 3-D and fans can even choreograph his dance moves. The resulting videos can be shared on the site, or posted to other social networks.
“It’s going to be dope,” says Kingston. “No one has done this before. It’s different and I think it’s going to blow up.”
The strategy is designed to be a central element of the album’s marketing plan. With the video’s intended to grow virally Epic executive vice president of marketing Lee Stimmel, hopes the album will be a success and provide a model for future projects.
“It’s all about the one-to-one marketing that we as labels tend to lose,” Stimmel says. “If I get a 10-year-old kid to get engaged with Sean Kingston by building a video and showing it to his buddies, I just turned on four more guys and gals to him.”
Tomorrow is slated for a September 22nd release date. It sounds pretty cool if you’re into that goofy internet stuff but I’m sure tech designers will tell you this isn’t a new concept just repackaged to a new marketplace.