Adam Tensta One Copy Song
Adam Tensta, a hip hop artist in Sweden, promoted his single “Pass It On” in 2012 through “Just One Copy“, a Facebook app that allows only one person to listen to the track at a time, before it is passed to someone else. The campaign won Gold for use of social media (PR Lion) at the 2012 Cannes International Festival of Creativity and the 2012 London International Awards, and is nominated for a Yellow Pencil for Crafts for Advertising at the 2013 D&AD Awards.
The song lived in an app on Adam’s Facebook page. To hear it users had to get in line. Once they signed up, the song was introduced to their network of friends through posts from the application. A live tracker showed exactly where the song is playing and where it’s been recently. Users could jump 15 to 20 spaces in the line and listen sooner posting a Tweet, watching a YouTube video, or listening to one of Adam’s other tracks on Spotify. When it was the user’s turn they had one hour to listen before it was passed to the next person in line.
The One Copy Song campaign was developed at R/GA, New York, by chief creative officer Nick Law, executive creative directors Chuck Tso and Taras Wayner, copywriters Joanna Crean and Mark Moll, creative technologist Alex Swidersky, visual designers Morten Halvorsen and Rasmus Keger, design director Rasmus Wangelin.