As an indicator of the continued growth of messaging apps as a platform across music and brand interaction, IPG Media Lab and Sony/Columbia Records  have announced a partnership for One Direction  (1D) on Kik , a mobile messaging tool with over 95 million users. The first-of-its-kind campaign will introduce a 1D Kik Card – a shareable mobile experience built on Kik’s HTML5 platform. Today, fans from around the globe will be able to chat with each other on Kik and unlock exclusive One Direction  content through a unique group “unlocking” program centered on the band’s new album Midnight Memories .
One Direction’s Kik Card will launch in tandem with the worldwide release of the bands’ third studio album on Syco/Columbia Records. The card will allow the Kik community to share both exclusive and existing One Direction content, including videos, photos, and social media news.
“We believe that messaging tools will be dominant in millennial communication, and that music will be a prominent vertical in that space. We’re excited to help Columbia get out there early to take advantage of this growing marketplace, and we’re confident other labels and brands will follow their lead.” said David Rosenberg, managing director, IPG Media Lab.
The IPG Media Lab connected Kik with Columbia Records and designed an exclusive community-driven opportunity for fans to get first looks, and connect to each other and the band. The card also gives One Direction a 24/7/365 presence on Kik and a new channel to drive engagement, making it a strong indicator of where music and brand marketing are heading in the space.
“We’re excited to provide One Direction with a fun, authentic new way to reach millions of their fans,” said Kik CEO Ted Livingston. “Brands and marketers are beginning to realize that messaging is the killer app in mobile, and we’re looking forward to working with IPG Media Lab to help more incredible brands like One Direction connect with their audiences.”