British artist Lianne La Havas has just released her latest, self-titled album, and one of the marketing elements for it wants to encourage fans to get planting… virtually.
The ‘Flowerbed’ website is exactly that: a digital flowerbed where fans can plant a new flower every day. They make those flowers bloom by signing in to Spotify and listening to songs from La Havas’s discography.
There’ll be prizes and raffles as incentives for them to keep coming back and planting / playing, including signed CDs and vinyl copies of the new album, and vouchers for Fleurop, a (real!) flowers delivery service.
The campaign aimed to drum up streams of La Havas’s music (old and new alike) as well as follows and pre-saves for the new album. It was the work of Warner Music Central Europe and WMG’s Firepit Technology in the UK.