Sony: Jimi Hendrix

Immersive iPad experience for fans to connect with Jimi's legacy.

Agency: Universal Mind
Additional Team Members: Joe Johnston, Christian Saylor, Derik Lolli, David Tucker
Sony Music wanted to replicate the forgotten music experience of buying an album, reading the liner notes from front to back, poring over every lyric, sentiment, and word written by the band or artist. In recreating this experience for the modern world, they were hoping it would help promote its music library, lead to an increase business opportunities and ultimately boost the bottom line.
We created a digital music experience for Jimi Hendrix via an iOS app as a completely new way of publishing content.
The Jimi Hendrix Experience supports interactive photos, videos, location and geofence detection, media library integration, social media integration, device synchronization, in-app purchasing, and a second screen experience.
The app also served as a platform for gamification. In the app, a music fan could discover and collect interesting Jimi Hendrix artifacts. These activities would lead to physical interactions with locations Jimi Hendrix frequently visited or played. The combination of finding and collecting digital artifacts with real-world, location-specific experiences created a gamified platform for increased engagement in Jimi's music. 
In the first week in the App Store, the app was #2 among all free iPad music apps, and #36 for ALL free iPad apps. It was then selected as an Official Honoree for a Webby in the Music category.
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