Dutch mobile startup Repudo has partnered with You Me at Six to create a real-world scavenger hunt for digital objects. The campaign is tied to the pop-punk band’s new single, “Bite My Tongue,” which is released today (Dec. 5).
Repudo is a free app lets users create digital objects – photos, songs, text, video or anything – and then “drop” them in a specific location. In order to acquire the object, the recipient has to physically be exactly where it was dropped, as indicated by icons on the app’s map. The objects cannot be copied, so they either stay on the recipient’s phone or they can be dropped again.
In the You Me at Six promo, fans can acquire album samplers, autographed CDs, Xbox games, free tickets and other items by tracking them down where they were dropped in major cities across the United Kingdom.
“Repudo has given us the medium to interact with the YMAS fan base in a completely new and exciting fashion,” Virgin Record’s Digital Marketing manager Zack Wilkinson said in a statement. “Giving us the ability to ‘drop’ assets in specific geo-locations has empowered us with a fantastic marketing tool enabling us to create a dynamic and totally original campaign.”
Lucas Tieleman, Repudo chief executive officer, said the company has other enterprise users, including T-Mobile, Heineken, KLM and Sony Music. Individuals, meanwhile, use the app to leave personal notes or digital mementos for each other.
Repudo launched in Februrary 2011. “Having had a extremely successful launch in Netherlands with campaigns for brands, we are extremely excited about launching Repudo in the U.K. with You Me at Six,” Tieleman said. “The band have an engaged and active fanbase that embraces disruptive technology, a perfect partnership to demonstrate the power of our platform.”