Campaign: Take 40 And PlayStation’s SingStar Team Up For Singing Competition

Campaign: Take 40 And PlayStation’s SingStar Team Up For Singing Competition
Will Roach
By Will Roach



Australia’s music barometer, Take 40, and Playstation competitive music game SingStar have formed a new partnership to deliver a consumer activation with the launch of a live radio sing-along.

The campaign gives listeners the opportunity to listen, perform and share their performances of songs which are played on Australia’s biggest national radio show.

The partnership harnesses Take 40’s digital platforms including its mobile app and website, with SingStar’s new 10th anniversary product SingStar: Ultimate Party for PlayStation4 (PS4), to create an interactive campaign targeted at music fans who love to express themselves.

The campaign encourages listeners to take part in the first-ever live radio sing along competition, featuring their favourite music artists via the Take 40 app. Listeners will be encouraged to record a short audio clip on their smartphones with the best entries featuring on the following week’s Take 40 show as well as be in the running to win cash prizes, PlayStation4 consoles and copies of SingStar: Ultimate Party.

To participate in the sing along, listeners are encouraged to download the Take 40 app and tune in to the show from 2pm on Saturday and listen out for the competition song, which will activate the recording function.

Jonathan Hopkins, strategy and marketing director at Authentic Entertainment, comments, “Our audience data highlights that more and more people are engaging with our Take 40 app while the show is on air. Our partnership with SingStar leverages this behaviour to full effect and brings two well-loved music properties together to create a unique music activation that benefits both brands. The partnership demonstrates that if you take an insight-led creative idea to an innovative marketer they will embrace it.”

The first live sing-along commences on-air nationally at 2pm on November 15 on Take 40 Australia. Throughout the duration of the campaign, fans will get the chance to sing along to their favourite artists including 5 Seconds of Summer and Avicii, whose hit songs appear on SingStar’s latest release, the new Ultimate Party disc edition.

Larissa Hazel, head of marketing communications, Sony Computer Entertainment, comments, “At PlayStation 4 we are all about our players, and we immediately loved the campaign innovation and engagement offered with the interplay between the new SingStar campaign, the Take 40 show, the digital properties and the mobile app.”

Patrick Lagana, head of product marketing added, “The new feature of SingStar: Ultimate Party is the ability to now use your smartphone as a microphone. The Take 40 campaign, we think, will assist with encouraging this behaviour.”

Tune in to Take 40, every Saturday at 2pm AEST across the Southern Cross Austereo Network.




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