R&B singer Trey Songz fast-tracks a Slow Motion promotion
The Trey Songz Slow Motion Contest, which runs through April 2, leverages a Slidely storytelling app with a teaser of Slow Motion as the video?s soundtrack. The move points to the importance of user-generated content having a prominent spot in mobile campaigns to engage audiences.
?User-generated content is not just a part of the engagement, it is the engagement,? said Tom More, CEO and founder of Slidely, an image-based social network and cloud-based video creation service.
?Users have been using content as part of their daily online conversation and people are getting very creative with different forms of media to express themselves.
?We definitely see this app as a form of communication between Trey and his audience, and will continue to support similar use cases to fuse brand's messaging with user-generated content creatively,? he said.
Focusing on creativity
To encourage users to focus on creativity rather than the video?s technical aspects, the activity was designed to be simple.
Sparking engagement with user-generated content.
First, the user selects or shoots a video using a mobile device. Then he or she selects the best six-second clip.
The app does the rest, providing SloMo magic with Mr. Songz? "Slow Motion" track, giving it a new context. All that is left is sharing and saving.
Contest participants can visit the Slidely Slow Motion contest page where they can download the app, view sample Slidelys and enter their submissions.
The app also is available for iOS at the iTunes App Store and Android devices at the Google Play Store. Participants are encouraged to use social media channels and the hashtag #SlowMotion to promote their Slidely creations.
?My fans are amazingly dedicated and creative,? Mr. Songz said in a release. ?Working with the Slidely Slow Motion app gives them a chance to show me how inspired and resourceful they can be by using my latest single as their artistic backdrop.
?I am excited to see what they come up with,? he said.
Two contest winners will be selected from the pool of entrants. The grand prize winner, as determined by Mr. Songz, will win a variety of prizes including Songz gear and a Samsung Galaxy Note 10.1 2014 Edition, preloaded with Mr. Songz?s new ?Trigga Reloaded? album.
Atlantic Records has been a driving force in music trends, so working together in promoting one of the label?s biggest stars and the new single through Slidely has been fun, Mr. More was quoted as saying.
Mr. Songz, who has sold more than 20 million albums and singles, is on the road with his ?Between the Sheets? tour with Chris Brown and special guest Tyga.
He will team up with Nicky Minaj on the Pinkprint 2015 European tour starting March 16 in Stockholm, Sweden. His new album, Trigga Reloaded, which includes the hit single Slow Motion, is scheduled to be released this spring.
He also has acted in films such as Texas Chainsaw Massacre 3D and Baggage Claim starring Paula Patton.
Atlantic Records founder Ahmet Ertegun once called Mr. Songz among the most promising R&B artists in the label?s 60-year history, according to the release.
Challenging dedicated fans.
?The Trey Songz slow motion contest is a great use case, as it enables users to connect with the music they love and find both inspiration and an empowering tool to help them engage via challenges surrounding their favorite artists in a fun creative way, that is instant and accessible,? Mr. More said.
Michael Barris is staff reporter on Mobile Marketer, New York