Katy Perry Digital Campaign
Digital campaign, interactive fan micro-site, and viral embeddable music widget for EMI Music Portugal supporting Katy Perry's breakthrough album 'One of the Boys' and her Campo Pequeno concert in Lisbon.
1. Igniting Fan Virality for Katy Perry's Lisbon Arena Debut
Following the global explosion of hits like "I Kissed a Girl" and "Hot N Cold" from her debut album One of the Boys, pop superstar Katy Perry scheduled her headline concert at the Campo Pequeno arena in Lisbon. EMI Music Portugal tasked Transglobal with conceiving and deploying a high-impact digital campaign to sell out the arena, drive album sales, and generate viral fan engagement.
Embeddable Social Music Widgets: Viral Acquisition Across Social Networks
Before unified mobile streaming, teenagers congregated on social networks like Hi5 and early Facebook. We engineered an embeddable music widget that fans copied directly onto their personal social profiles—broadcasting Katy Perry's audio tracks, music videos, and viral referral links across thousands of user profiles.
2. Campaign Mechanics & Creative Contest
The digital campaign was built around fan excitement and exclusive backstage access:
- Viral "Meet & Greet" Contest: Under the prompt "What would you do to meet her?", fans submitted creative written responses and home-recorded audition videos. The most creative answers won backstage passes to meet Katy Perry in person and VIP concert tickets.
- Interactive Audio Listening Post: An in-browser music player streaming audio previews of tracks like "Hot N Cold", "Thinking of You", and "Waking Up in Vegas".
- Video & Media Vault: High-definition music video streaming, wallpaper downloads, concert photography, and official press releases.
- Viral Friend Challenge (Invite Your Friends): Social referral mechanic where fans earned extra competition points by inviting friends to vote on their video submissions.
3. Commercial Success
The campaign drove an immediate sell-out for the Campo Pequeno arena concert, propelled One of the Boys to gold album certification in Portugal, and established one of EMI Music's highest-converting digital campaigns.
