Take 40 App - MCM Media
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Project Contact
MCM Media
Rachelle McDermott
Project Team
The Take 40 app was a collaborative effort between MCM Entertainment Group's three subsidiaries; MCM Media, Igloo and Movideo. Rachelle McDermott - Project Commissoner, MCM Media Creative Director – Tony Prysten, Igloo Senior Art Director – Michael Barry, Igloo Developer – Craig Kincaid, Igloo Senior Software Developer - James McNamee, Movideo
Project Overview
Stay connected to the world’s biggest hits and hottest celebrities with the Take 40 app – Australia’s first music video mobile application, with over 15,000 high quality music videos in the palm of your hand.
Watch the latest music videos - including the official Take 40 chart - celebrity interviews and red carpet specials on your iPhone, iPad, iPod Touch and Android handset.
The Take 40 app is free to download, giving you easy and on-demand access to new videos as they’re released and the low down on what’s hot from Australia’s authority in hit music – Take 40 Australia.
Project Brief
The official Take 40 app is the ultimate music hook-up that goes wherever you do!
Stay on top of what's hot in the world of music and entertainment with instant notification of new release videos, celebrity interviews and red carpet specials. Or browse the catalogue and create your own video playlists to keep track of your favourites.
The Take 40 app is Australia’s first music video mobile application, with over 15,000 high quality music videos on demand. It’s free to download and available for your iPhone, iPad, iPod Touch or Android phone.
Features;
• Browse more than 15,000 videos from the world's hottest artists
• Watch the top charting videos each week
• Watch interviews with the biggest names in entertainment
• Get instant notifications of exclusive video premieres
• Create your own playlist with a simple swipe, and edit and update your playlist at any time
• Cherry pick your videos or stream continuously through your playlist or the Take 40 chart
• Access content from exclusive live events like Lady Gaga at Sydney Monster Hall
• ‘Official’ artist videos in high quality, without having to search through user generated Content or unofficial clips
Project Innovation / Need
The Take 40 app was the first dedicated music video app created in Australia for Australians.
The Take 40 app streams only premium-quality, official music videos, with artists appropriately remunerated through the ad funded model. In fact the app offers music labels an innovative new platform for artists to promote their music.
While the YouTube app delivered videos ‘en masse’ and on demand, the artists’ official music videos sat alongside user generated content and unauthorised music clips, with varying degrees of quality.
The Take 40 app is designed to accommodate both those who know what they’re looking for - with a huge searchable catalogue of music - and those who don’t - by curating Australia’s most popular videos, special features and recommendations.
The app is part of Take 40’s mission to get fans closer to the music – wherever they are. And for MCM Media’s advertiser clients it delivers an innovative, safe, premium mobile environment for video ad campaigns backed by the renowned Take 40 media brand.
Designed and developed by digital agency Igloo and utilizing Movideo’s market leading online video platform, the Take 40 app is easy to use and delivers the highest quality music video experience, on the go.
User Experience
The Take 40 app is designed to allow the content to be the hero. It makes it easy for users to truly engage with premium music content.
The app offers both ‘exploratory’ and ‘continuous play’ user experiences.
Exploration and music discovery is aided by the interface; when a video is chosen, the app suggests related videos or pushes users to stream the next video on the chart. ‘Latest’ content is a rotating feature that appears when the app is opened and remains the lead menu item. It highlights popular, interesting or new content to discover and successfully drives regular usage and engagement (on average, highlighted videos receive the highest number of streams).
The continuous play user experience caters for those who prefer to ‘set and forget’. Users can hit play on the Take 40 chart, and sit back and watch the most popular videos in one continuous stream. Alternatively users can create their own playlists and stream on demand. The interface makes it exceptionally simple to create and edit playlists.
User feedback has been excellent, with an average rating of 4.5 stars out of 5 on the App Store (451 reviews);
“This is one of those apps that I use every day to be up to date with the latest! Congrats on a great user friendly app T40 team!
“Amazing! - I love this app. I use it every night..”
“Done right - slick interface doesn't get in the way. Smooth proper HQ video and sound. Deserves 5 stars easy.”
Project Marketing
A close working relationship with Apple meant the Take 40 app received significant exposure on the App Store at launch and when the overwhelmingly positive user reviews started to appear, downloads continued to climb. At launch the app was the No.1 “Top Free Entertainment App” and No.5 ‘Top Free App’ in Apple’s App Store.
PR was a significant part of the launch campaign and the app received good media coverage in major metro publications as well as Advertising and Marketing industry publications. It was named one of the best entertainment apps of the year in Apple’s ‘App Store 2011 Rewind’. PR was also leveraged around significant milestones; when the app surpassed 200,000 downloads in December 2011 and the release of the Take 40 app for Android in January 2012.
The launch of the app was powered by the might of the Take 40 Australia brand – a brand that reaches more than a million people every week around the country via radio, online and live events. Despite a limited marketing budget, the launch campaign ran for 3 months, utilising editorial and advertising space across Take 40’s media channels and offering music fans the chance to take their Take 40 experience mobile. Beyond Take 40, MCM Media’s media partners were used to promote the app to a broader audience through print and digital advertising, including Famous magazine and some of the nation’s biggest entertainment websites.
The app has had 270,000 downloads to date and is consistently promoted via Take 40’s radio show and website.
