The Les Paul Skill Check
Award: Wood Pencil
Wood Pencil / Mobile Marketing / Innovative Use of Mobile Technology / 2016
In 2015, leading manufacturer of premium guitars Epiphone announced a new signature edition of their most famous model: The LesPaul – To promote this edition, designed by Björn Gelotte, guitarist of legendary Swedish metal band “In Flames”, we let guitar players prove their skills, by perfectly playing a difficult solo written by Gelotte himself. We measured their precision through a familiar channel: Shazam. In advance we placed perfectly played master recordings of the solo –recorded in different setups and adapted to the Shazam search algorithm – in the Shazam database. Only if the user performed well enough, Shazam would detect a match and reveal a website with the chance to exclusively pre-order or even win the new Les Paul.
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