Ariana Grande launches Sweetener mixed reality campaign for fans

Ariana Grande launches Sweetener mixed reality campaign for fans

Ariana Grande has announced the launch of a mixed reality campaign for her UK fans to celebrate the release of her new album Sweetener. 

Island records have partnered with location-based platform Landmrk to create a series of hotspots across the UK whereby fans can unlock VIP prizes according to their closest city.

Fans will need to decrypt a code using a billboard and their phone to enter the competition via www.unlockthesweetener.com. Prizes will include tickets to Grande’s UK tour, Sweetener fan CD boxes, merchandise, posters and location-specific selfie-filters. Users will also be able to create virtual billboards.

Claire Mas, head of digital at Island Records said: “We are constantly looking at ways to engage super-fans in a way that makes them feel involved in the campaign, rather than purely pushing content at them.”

Grande’s fourth album Sweetener entered the charts at the top, while God Is A Woman and Breathin climbed the singles list. Sweetener is also performing well across a range of international territories.

The album arrives as her first UK campaign since the Manchester attacks and Grande’s One Love Manchester show which raised more than £10 million for the We Love Manchester Emergency Fund.

Revisit Music Week’s coverage from the One Love Manchester show here. Read our interview with the people who made the event happen – including Scooter Braun and Melvin Benn – here.

By Sarah Thomas

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