#CNCOGO: CNCO Debut Album Marketing Strategy

Tom Nield, Paul King and Rob Hampson

Campaign details

Brand: CNCO
Brand owner: Sony
Lead agency: Strange Thoughts
Contributing agency: Landmrk
Country: USA, Spain and Latin America
Industries: Music & theatre
Channels used: Mobile & apps, Social media, Word of mouth, Websites & microsites, advocacy
Budget: Up to 500k

Executive summary

CNCO are a Latin American boyband that released their debut album, Primera Cita, in August 2016.

Landmrk worked with CNCO to create a campaign that allowed fans to use geo-location technology to unlock new tracks from the album that were placed in specific geographical locations. Fans accessed a CNCO-branded map on their mobile phone's web browser and moved from their current location on the map, unlocking the music as they arrived in the highlighted hotspot.