For the launch of Let’s Sing presents ABBA and Let’s Sing 2023, Plaion asked us to promote their karaoke games. In Let’s Sing presents ABBA you can sing along with Gimme Gimme Gimme, Voulez vous and more. Let’s Sing 2023 provides all the latest hits of the popular hit chart artists like Justin Bieber and Ed Sheeran. To generate publicity, we send out unique themed buzzkits.
We created an ABBA themed kit and filled them with items that instantly remind people of the Swedish band. The boxes included typical ‘70 wigs, a disco ball and golden/silver glitter and glamour items. The Let’s Sing 2023 buzzkit encouraged influencers to get in touch with their inner Billie Eilish and Lil Nas X. The kit contained a custom Let’s Sing 2023 cassette, a green wig and cap or a cowboy hat and cowboy blouse. These buzzkits generated 460k impressions.
For both games, we collaborated with an influencer which spoke to the target audience. For Let’s Sing presents ABBA this ment a collaboration with Bokado (1.2M followers on TikTok), while for Let’s Sing 2023 we set up a collaboration with Sara Dol (2.6M followers on TikTok). By combining the organic reach of the content creators with a paid push to reach even more of the target audience, over 1.7 million impressions were generated in the end.