NEW YORK & WATERLOO, Ontario--(BUSINESS WIRE)--As an indicator of the continued growth of messaging apps as a platform across music and brand interaction, today IPG Media Lab and Sony/Columbia Records announced a partnership for One Direction (1D) on Kik, a mobile messaging tool with over 95 million users. The first-of-its-kind campaign will introduce a 1D Kik Card - a shareable mobile experience built on Kik’s HTML5 platform.
Today, fans from around the globe will be able to chat with each other on Kik and unlock exclusive One Direction content through a unique group “unlocking” program centered on the band’s new album Midnight Memories. One Direction’s Kik Card will launch in tandem with the worldwide release of the bands’ third studio album on Syco/Columbia Records. The card will allow the Kik community to share both exclusive and existing One Direction content, including videos, photos, and social media news.
"We believe that messaging tools will be dominant in millennial communication, and that music will be a prominent vertical in that space. We're excited to help Columbia get out there early to take advantage of this growing marketplace, and we're confident other labels and brands will follow their lead.” said David Rosenberg, managing director, IPG Media Lab.
The IPG Media Lab connected Kik with Columbia Records and designed an exclusive community-driven opportunity for fans to get first looks, and connect to each other and the band. The card also gives One Direction a 24/7/365 presence on Kik and a new channel to drive engagement, making it a strong indicator of where music and brand marketing are heading in the space.
“We’re excited to provide One Direction with a fun, authentic new way to reach millions of their fans,” said Kik CEO Ted Livingston. “Brands and marketers are beginning to realize that messaging is the killer app in mobile, and we’re looking forward to working with IPG Media Lab to help more incredible brands like One Direction connect with their audiences.”
To access the 1D Kik card: Download and install Kik, available at Apple App Store or Google Play Store. After downloading Kik, go to www.1dkikcard.com on your iPhone or Android smartphone.
About One Direction
One Direction- Niall Horan, Zayn Malik, Liam Payne, Harry Styles and Louis Tomlinson formed in 2010 and have since amassed a loyal fan base and fame all across the globe. With two albums to date, UP ALL NIGHT and TAKE ME HOME, they have impressively sold over 36 million records worldwide and have achieved a total of 67 number ones. It's been an incredible year for One Direction as they took home a BRIT Award, 3 Billboard Music Awards, 6 Teen Choice Awards and received a moonman for Best Song Of The Summer at the 2013 MTV Video Music Awards. This summer, One Direction made their movie debut with their massive hit 3D concert movie and documentary One Direction: This Is Us. The film has been a phenomenal success, topping the UK and US box offices and grossing an incredible $67 Million worldwide. The band will release their third studio album MIDNIGHT MEMORIES on November 25th which includes the worldwide smash hit “Best Song Ever” and the current single “Story Of My Life.”
About Kik
Founded in 2009, Kik Interactive Inc is the maker of Kik Messenger, the fast, simple, and personal mobile messenger. Over 95 million people are already using Kik, and Kik continues to grow rapidly with over 200,000 new people joining every day. Kik is the way people love to connect in mobile, and share the things they care about with the people they care about. Kik Interactive believes the future of smartphone era computing is in the mobile web. Kik is committed to building a cutting-edge HTML5 platform, making it easy for developers everywhere to build, distribute, and monetize new experiences for the mobile web. Kik Interactive is a privately-held company headquartered in Waterloo, Ontario, Canada. Download Kik for iOS and Android: www.kik.com
About IPG Media Lab
The IPG Media Lab, an innovation arm of IPG Mediabrands, is equal parts think tank, real-world proving ground, and change enabler. The IPG Media Lab provide agencies and clients with the power to harness emerging media by offering facilities, expertise, and resources specifically tailored to rigorously testing emerging media and marketing techniques, driving quantifiable outcomes, learnings and strategies. The team is comprised of marketers, engineers, and creative talents who are tasked with creating new solutions every day. For more information, please visit www.ipglab.com or follow us on Twitter@ipglab.
