MOSI’s #HookedOnMusic Campaign

The Client:

MOSI is Manchester’s number one destination for creative exploration, innovation, science and industry in today’s modern world.

The Brief

To raise awareness for the #HookedOnMusic online game/experiment, making science accessible to as many people as possible and increase awareness for the museum and generate national press coverage.

Our Response

  • Carousel worked with the museum and the game’s developer Dr Ashley Burgoyne to interrogate the data from people playing the game to identify the nation’s catchiest song and maximise the news appeal of the data being generated on a daily basis from people playing the game
  • In addition to drafting a press release to announce the results, Carousel created a video featuring a countdown of the top ten catchiest songs was created and hosted via YouTube
  • Because the Spice Girls was the nation’s catchiest song and X-Factor was consuming the weekend’s press, Carousel used Mel B’s involvement in the show and the lack of Simon Cowell’s talent in the top 20 catchiest songs as a hook for news to help get more notice with journalists and editors
  • Carousel announced the nation’s catchiest song to national and regional mediaand used spokespeople from the museum to help tell the story

Results

  •  168 pieces of coverage which discussed the results, mentioned the Museum of Science and Industry in Manchester and the HookedOnMusic game including TV coverage on BBC Breakfast
  • Total AVE of £686,466
  • Total Reach of 201,491,912 – the equivalent of everybody in the UK seeing the story at least three times
  • A spike in the number of people playing the game following the announcement of the results with over 170,0000 heading online to play
  • Feaature video received  12,500 views on YouTube and was used in BBC Breakfast’s feature
  • The story went global and was even featured on Good Morning America

Client Feedback

“With Carousel’s music connections they were the obvious choice to help us to promote our online scientific experiment about catchy music, #HookedOnMusic. Their unique ideas and approach took the reach of the game further than we could have anticipated and their confident professionalism meant we knew the job was well in hand.  They also went above and beyond in escorting and looking after us at the media appearances.”

Dr Marieke Navin, Manchester Science Festival Director, MOSI

Guardian HookedOnMusic  Sunday Telegraph Hookedonmusic Hooked On Music BBC NewsDaily Mirror, Hookedonmusic results