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A very progressive move was made today with the release of One Direction’s new album, Midnight Memories.  The Sony/Columbia label partnered up with one of the tech world’s most popular social media apps, Kik.  With Kik’s ability to reach over 95 million users, One Direction’s new project was able to reach new plateaus in global marketing abilities.

 

Fans across the globe was introduced to a 1D Kik Card, chat with friends, and unlock exclusive content from an unique “unlocking” program designed for the music group.  The card has the ability to let fans share videos, photos, news and their own exclusive One Direction content.

 

“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.

 

he IPG Media Lab connected Kik with Columbia Records and designed an exclusive community-driven opportunity for fans to get first looks, and connect to each other and the band. The card also gives One Direction a 24/7/365 presence on Kik and a new channel to drive engagement, making it a strong indicator of where music and brand marketing are heading in the space.

 

“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.”

 

To access the 1D Kik card: Download and install Kik, available at Apple App Store or Google Play Store. After downloading Kik, go to www.1dkikcard.com on your iPhone or Android smartphone.

 

 

One Direction- Niall Horan, Zayn Malik, Liam Payne, Harry Styles and Louis Tomlinson formed in 2010 and have since amassed a loyal fan base and fame all across the globe. With two albums to date, UP ALL NIGHT and TAKE ME HOME, they have impressively sold over 36 million records worldwide and have achieved a total of 67 number ones. It’s been an incredible year for One Direction as they took home a BRIT Award, 3 Billboard Music Awards, 6 Teen Choice Awards and received a moonman for Best Song Of The Summer at the 2013 MTV Video Music Awards. This summer, One Direction made their movie debut with their massive hit 3D concert movie and documentary One Direction: This Is Us. The film has been a phenomenal success, topping the UK and US box offices and grossing an incredible $67 Million worldwide. The band will release their third studio album MIDNIGHT MEMORIES on November 25th which includes the worldwide smash hit “Best Song Ever” and the current single “Story Of My Life.”

 

 

Source: BusinessWire