Throughout September and October 2015, Jaden Social facilitated a partnership between Reece Mastin, Twitter Australia and KIIS 1065, in a world first activation to give Reece’s fans the power to pick his next single!
With the album being Reece Mastin’s first in three years, it was the perfect opportunity for Reece to utilise the Twitter platform and engage with his fans by previewing a different song from the album each day exclusively on his Twitter account.
Reece was also able to broaden the conversation around his upcoming album and connect directly to his fans by allowing them to vote for their favourite via ReTweets.
On September 18, Twitter officially announced the campaign in partnership with Reece Mastin in a global first. The news generated traction with the announcement first airing exclusively on the Kyle and Jackie-O Show.
In October, fans votes confirmed Reece’s new single, Even Angels Cry, with the news continuing to have significant momentum, generating traction across NewsCorp, APN Regional Network, Ninemsn and many other online, radio and print outlets.
Additionally, Reece made appearances on The Today Show, The Morning Show and The Daily Edition highlighting the global first and discussing how Twitter as a vocal platform enabled him to connect directly with this fans.
To continue conversation and fan engagement, Twitter’s #BlueRoom hosted an online Q&A, with a live acoustic performance. This was a chance for Reece to use the power of Twitter to connect with his fans.
In total 96 pieces of media coverage were achieved throughout the campaign, including: two TV, 25 Radio, two print and 67 online articles.
Reece’s album ‘Change Colours’ debuted at #12 in the ARIA Album Chart and #5 in the ARIA Australian Artist Album Chart.
- Twitter Results for #ChangeColoursAlbum
3.5million+ impressions
8,000+ mentions
100k+ profile visits
10k+ ReTweets
17k+ Likes
