Universal Music Group and Interscope Records are leveraging Drupal to develop a fan engagement platform using Janrain and Appreciation Engine to track and score actions from beyond just their artist sites across the social web. This consumer data can then be used to build a rich profile of the user’s affinity for UMG artists.
They needed a robust solution that could handle:
many different artist sites, with similar layouts and different content
lots of social data that would be too difficult to import
flexible enough to handle custom modules, when needed
handle multiple APIs from partners like the Appreciation Engine
Drupal 7.x was the right fit for UMG with the ability to:
avoid importing
portable configuration
ability to handle multiple API feeds
develop once and repeat at scale
cache lots of data
flexible system
The first Drupal build was focused on the Eminem’s Slim’s Pickins gamification campaign for the launch of his new album MMLP2. The Drupal site tied together APIs from the different technology partners to make a seamless experience for Eminem’s fans.
Through the Appreciation engine module fans are asked to perform a wide range of social actions, which were scored and ranked. Prizes are awarded to participants on a weekly basis based on their individual engagement with artist’s social properties and their influence related to the artists on social channels.
User acquisition is handled through Janrain social sign on and stored in a central database (Janrain Capture); the user is then fed into the Appreciation Engine who perform the social listening and scoring. Interscope’s Appreciation Engine Campaign Drupal module then uses the remote_entity module and Appreciation Engine’s REST API to import and cache AE data as Drupal entities and create the sweepstakes campaign experience.
The Drupal module is also being leveraged via JSONP as a platform to serve AE widgets to UMG’s Wordpress platform serving hundreds of additional sites globally. The rinse and repeat modules created for the Eminem site are being used on for a wide variety of artists across UMG to build new and engaging campaigns.