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The campaign approach for the beta launch of the Fanic Music App would simultaneously have to build brand awareness, generate app downloads and installs, and engage app users to join up and grow the online community. By using Fanic Music’s ‘ambassadors and influencers’, some of the people who are actually going to use the app like artists, talent buyers and venue representatives, we would tap into their direct network and reach for those possible downloads/installations. The idea was to create content around a selection of these ‘ambassadors’ and show them photographed in their Detroit habitat with the slogan:

“I am … and Fanic Music was built for me.”

This would build up the system with relevant users and content. As early adopters of the system they could play an important role to build critical mass. Promote artists on one side and show testimonials about why they are using Fanic Music on the other.

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