Challenge:
70% of music lovers cite high quality audio as a major factor when purchasing devices. But while the advent of music streaming platforms and Bluetooth earphones have made the mobile audio experience more convenient, the quality of that audio has suffered. Snapdragon’s Al processing tech addresses this pain point, but trying to explain how we do it would be boring and ineffective.
Idea:
Instead, we decided to let music lovers HEAR the difference themselves, at scale.
Execution:
So we partnered with the top music streamer in China, QQ Music, to launch a new level of audio quality: Snapdragon Premium Sound
Quality – available only to QQ Music’s premium subscribers, creating a win-win partnership that drove revenue for QQ Music while positioning Snapdragon as a symbol of superior audio quality.
RESULTS
• 8% increase in those willing to pay premium
• 17% increase in daily new paid subscriptions for QQ Music
• 19% increase in purchase intent
• 335 pieces of organize PR coverage
• 107 million earned views