This document proposes a fan engagement platform called TRUE Team to promote Avicii's album "True" and upcoming concert. The platform would reward fans for promoting the album on social media and generating sales. Fans could earn points and badges while climbing leaderboards and being eligible for prizes. All proceeds from album sales through the platform would be donated to Avicii's House for Hunger foundation. The proposal details how fans would participate, how the rewards system would work, and includes a marketing plan to promote the platform.

1. Presentation for:

2. Partners:
Hitlab
Hitlab Develops innovative
tools for promotion, fan
engagement,
and
music
distribution.
•
Eone: 4th largest label in
the US.
•
Azteca: 2nd largest
Station in Mexico.
•
TVZONE: Chinese music
talent show production co.
TV
Entertainment One
AztecaTV
Changsha
Broadcasting

3. TRUE Team: Overview
A fan engagement platform that combines social gaming with distribution driven rewards.
Reward your fans for becoming music distributors and getting involved in your success.
Spread the love
Promote Avicii through social media. Earn great prizes, be rewarded for helping promote Avicii
so he can continue to create the music we all love.
By doing this, Avicii fans worldwide will be rewarded for promoting him to all their friends. The
bigger the splash the bigger the reward. Spread the word, build teams, climb the ladder and get
recognized for YOUR achievements.

4. Why are we doing this?
•
Hitlab strives to bridge the gap between artists and their fans. We are a young, creative and
innovative artist promotion and fan engagement company of 15 people that has been around
for 5 years. We are looking to connect with artists and showcase their content and our
capabilities to the world. Working with At Night Management and the True album and Tour
gives us a platform to do what we do best. Promote, engage and reward AVICII fans all over
the world. We will engage and promote all AVICII related: The True Album, The Tour, House
for Hunger, Videos and anything else that is important for At Night Management.
•
Artists can have 500 or 5 million followers on various social platforms but have never had a
way to properly connect with them or reward them for their fan contribution.
•
Fan engagement has become one of the most important realities in todays entertainment
landscape. Doing this we connect the artists with their end user and we create a direct link to
your fan base in a way that is organic and most of all fun.
•
We are looking to showcase what we can do for the Hollywood Bowl event and if you like
what we do, continue working together.

5. TRUE Team: Mechanics
To win prizes, fans must do two things:
•
Generate sales for the album: share, buy, and
sell the album
•
Leverage their following to: share, buy, and sell
the album
Points are earned every time a sale is generated
on multiple levels.

6. TRUE Team: Shares
True Promoters use their social influence to raise
awareness for the contest and the album.
Points are earned every time a shares the contest
or the album.

7. Join The TRUE Team
Fans join your TRUE
participate in the contest.
Play
the
Team
to
Game
In order to accumulate points, earn
badges, and win prizes, fans promote
and sell the TRUE album. Fans can
promote the album instantaneously to
45 different social networks.

8. Social Recognition
Badges
As fans promote, generate sales, and
recruit other fans, they earn social
recognition in the form of badges.

9. Leader board
As fans graduate through the ranks
they can compare their progress with
other fans who are competing.

10. Prizes
The prize pool is to be determined with At
Night Management.
Prizes paid by Hitlab can range from:
•
•
•
VIP experience trip for 4 people to Los
Angeles.
300 Concert tickets.
Other prizes similar to the AVICIIXYOU
campaign to be provided by At Night
Management.

11. Cross Platform Compatibility
The Promotion platform is built to work
seamlessly on any device.
Whether your fans are on laptops, tablets
or mobile, they will will be able to interact
with your content .

12. Sale on iTunes through the
affiliate program
The Promotion platform is built within the
iTunes affiliate program.
Users earn points every time a sale is
generated.
Each sale earns 8% commission.

13. Afilliation with
House For Hunger
All the proceeds generated by the album sales
through the True Promoter contest will be
donated to the House For Hunger foundation.

14. Marketing Plan
Google AdWords campaign: paid by Hitlab
Targeting users with the following key words:
•
•
•
•
•
AVICII TRUE
AVICII Hollywood Bowl
AVICII concert
AVICII tickets
AVICII contest
College street team: Paid by Hitlab
Targeting local colleges and universities to participate in the contest and promoter the TRUE
album.
Various promotions through approved bloggers and radio stations.

15. Thank you
Tomas Gauthier
Tom@hitlab.com
+1(514) 941-0866