Tattooiter

Background 

In April 2015, "Historias Tattooadas", Macaco's new album, was released in Spain, Latin America and the USA. In this album, the singer talked about how stories are part of our lives, marked as if they were tattoos on our skin. 

Need 

Sony Music Spain asked us for a new way of digital promotion, to generate viral, spontaneous and easy content. 

Proposal 

More than 95% of our target was a social network user. And since we were talking about storytelling, we focused on the social network that told stories the fastest: Twitter. We asked ourselves, what would happen if we transformed the small texts on Twitter into tattoos? 

We created "Tattooiter", the first tattoo generator based on text. The "tattooits" were created by means of an algorithm that drew some shapes or others depending on the words that users wrote. Afterwards, anyone who wanted to could share their tattooit on Twitter. 

In addition, each new word entered in "Tattoiter" was recorded in a social dictionary, created by all users and with its own visual language. 

Results 

50. 000 visits to the site in two weeks. 

3000 registered users. 

1500 RT on Twitter and 500 posts on Facebook. 

54% more sales than expected, making it the leader in the plug-in hybrid category and a 54% penetration in the Spanish market. 

Gold in Innovation in Digital Media at El Sol 2015.