When they’re not racking up high roaming bills, they’re entertaining the world, and now you can get exclusive One Direction content on Kik Messenger courtesy of Kik and Sony/Columbia Records.
Kik’s now 95 million users can take advantage of a “first-of-its-kind campaign” that will introduce a 1D Kik Card – a shareable mobile web experience built on Kik’s HTML5 platform.
Kik Messenger Users can unlock exclusive content with a unique group “unlocking” program
Users can chat with each other on the popular mobile messaging app and unlock the exclusive content through a unique group “unlocking” program that centers on One Direction’s third studio album Midnight Memories, which is launching in tandem with the Kik Card, which will provide Kik users the ability to access and share both exclusive and non exclusive content that includes 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.
In addition to connecting fans with the band, the new Kik Card also gives One Direction a 24/7/365 presence on Kik and a new channel to drive engagement. Coupled with Tango’s recent parnership with Spotify and it’s enormously clear that music, marketing, and messaging go hand in hand in the vastness of OTT space. The card will be accessible on both Android and iOS (sorry, we Windows Phone users will have to keep waiting for Kik to be willing to port its HTML5 program over).
“Brands and marketers are beginning to realize that messaging is the killer app in mobile”
“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.”
Download the most recent version of Kik to make sure you’re able to access the 1D Kik card without issue. After you do so, visit the 1D Kik Card website via your iPhone or Android smartphone to gain access to the exclusive features.