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Do you know that moment when a DJ drops the beat and the crowd goes mad? I was wondering why on earth one would want to play this as a "game" on ones smartphones as depicted in the case study, back in my day we'd just bounce or pull of some redonk dance moves at the beat drop - but then, there's prizes to win in this game. If you release the single button close enough to the actual drop by one of the renowned DJ’s, you’ll get to win entrance to several dance festivals. Woo! Party! Eristoff is sponsoring parties!
The game originated from Happiness Brussels, lead creative agency of Eristoff Belgium since 2013. They’ve developed the cross-platform game for the Dutch & Belgian market first, but Austria is ready to roll it out too. I'm positive that the target market will love this, it's simple, it's silly, and you might win tickets to a festival.
‘Drop That Beat is the perfect example of how we would like to engage with our social audience,’ says Ozlem Balay, brand manager for Eristoff at Bacardi-Martini. ‘Eristoff wants to ignite that moment before going out amongst young men. This pre-gaming is now translated into an interactive experience that fits our brand. And on top of that, it reaches out to a new crowd that loves electronic music and might enjoy Eristoff too.’
Drop That Beat features different styles of electronic music with DJ/producers Marco Faraone (Italy), Lowriderz (Belgium), Quantix (Belgium) and Stereo Killah (Belgium). The game works as simple as it gets. No apps. No downloads. And it works on any device and platform. Just go to www.dropthatbeat.com and the game will start.
You can choose out of 4 tracks you want to drop the beat on. With each game a different piece of the chosen track is played on your smartphone, tablet or computer. The beat drops at random moments in every track, creating an unexpected drop each time you play it. You simply release your finger on the moment you think the beat will drop. The closer you are to the drop, the higher you get in the ranking. In multi-player mode you can host a game, the music is played on your device and up to 4 friends can join in to play, in the same room. Making it the perfect pre-gaming moment, right before going out.
Drop That Beat live
To connect with groups of friends on relevant moments, Drop That Beat is also launched as a live version at several electronic music festivals throughout the Netherlands and Belgium. People were given the world premiere at the Eristoff booth of Extrema Outdoor in Houthalen, Belgium to play Drop That Beat live with a DJ. The festivals Defqon.1 and Extrema Outdoor are coming up next in the Netherlands.
Client contact: Ozlem Balay
Agency: Happiness Brussels
Executive Creative Management Karen Corrigan
Chief Creative Officer Geoffrey Hantson
Digital director: Kris Hoet
Creative director: Niek Eijsbouts
Concept Provider: Arnaud Bailly
Copywriter: Niek Eijsbouts
Design: Grégory Ellinger
UX-design: Jan Vanalphen
Digital development: Bliss Interactive
Live set-up development: Stijn Swaanen
Music production: Vincent Adriaenssens
Account Management: Hans Smets, Gaëtane Coopmans
Responsible client: Erwin Van der Weerden, Ozlem Balay, Patrick Schroer, Kjell Colsoul, Kirstie Barclay