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To launch Ariana Grande's album, #Sweetener, Universal Music Group India teamed up with #FRAPP - India’s largest student community. Students were roped in via the App to complete 3 tasks and be eligible for a grand gratification. MindShift Interactive facilitated the strategic partnership and helped both brands garner adequate outreach across social media as well, with a total reach of 500,000 users and making Ariana's album hit 1 Million+ video views.
The unique proposition of upside down photos and videos, along with exciting rich media content drove engagements further for the brand.