Is Skrillex Quest the future of music marketing?
Something magical happened to me this morning. I stumbled upon a new advergame created to promote the new single by Skrillex. I always enter into these experiences with a little bit of caution to tell you the truth, but this one just seems different to me. The game, which pays hommage to old school classic Zelda, takes you on a colourful, energy filled journey to save a princess.
It’s not just the visuals and music that struck me though, it’s the quality of the experience. The game continually mixes things up just enough to keep you interested, and it kept me engaged for near on 20 minutes. I mean, 20 minutes?!? By todays standards, to have a consumer engaged with your product for this long is almost unheard of. YouTube videos may gain 3 minutes of my time if they’re lucky, but make the experience quality enough, with just the right level of interaction, and it appears this could be the future of brand engagement.
I know that content such as this has a certain niche appeal to it, but I would much rather interact with music in this way then passively consume it. What are your thoughts? Are we starting to see more original ideas in the music marketing space? Is this simply a fad, or are we looking at the future of music marketing?