We were asked to promote the upcoming Calvin Harris album, 18 months. The problem was just over half the tracks had already been released as singles, which many of his fans had already bought, streamed online or possibly downloaded illegally. We needed to encourage them to buy the rest of the newly released album. So we decided to give it away for free, but with a twist. You had to be dancing to listen to the music.

We used the accelerometer and motion detection combined with PhoneGap and HTML5 to create our Calvin powered “dance-o-meter”. As long as you were moving the phone, the songs would keep playing. You could listen to any track from the new album for free and unlock extra content such as exclusive remixes if you went on to buy. And throughout, a clear call to action to buy the album from the app persuaded users to do just that.

In the first week after launch the app hit the top 10 charts in the global app stores, being number 6 in the UK and, before geo-restriction due to its popularity, number 3 in Paraguay. Apple featured it in their New and Noteworthy section and there was a 26% click through rate from the app to buy the album. It went on to be recommended as an app of the month in the Guardian newspaper, featured in various industry blogs with one calling it “a work of art from a digital rights management perspective” and even reviewed and played with live on BBC Radio 4. The app also won FWA Mobile site of the day and featured on Google Creative Sandbox.

Fans themselves, most importantly, also loved it. Ratings and reviews appeared thanking Calvin for releasing the album in such a fun and dance focused way and asking for other artists and musicians to follow suit. Some fans even started using it as their new exercise app for running and short jogs. And the album, 18 Months by Calvin Harris, went straight to number one in the UK, US and Australian music charts.

We created a legal, convenient and free way of distributing the album in one form to reduce piracy, but at the same time offer a means to pay for full through the app. All whilst making the music do what it’s supposed to - make you get up and dance.