Smart Lanyard
Pre-Release Content
In-Store Activation

Melanie C

Lanyards
In-Store Tour Pre-Release

Mel C wanted to build momentum ahead of her album release, using her in-store tour as a platform to connect directly with fans and drive early chart impact - with a smart product that would capture attention both in-store and online.

Delivery

Serenade created a Smart Lanyard sold exclusively as part of Mel C's pre-release in-store tour, giving fans a wearable product that bridged the physical and digital experience. The lanyards delivered exclusive pre-release content, helping to build anticipation and drive early downloads ahead of the official album drop. The campaign achieved Mel C's highest ever chart result, propelling her to number three - a milestone result driven in significant part by the engagement and sales generated through the Serenade smart format.

Results

#2
Official Independent Albums Chart
#2
Official Downloads Chart
#3
Official Albums Chart
Highest ever chart position

Frequently Asked QuestionsFAQs

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What is a Smart Format?
Smart Formats are collectible physical items that can unlock digital, chart eligible music and content with the simple tap of a phone. These items could be a trading card, a keychain, a mini CD, or anything in between that give fans an integrated physical-digital experience.
Does Serenade custom design my Smart Format?
Once an order is placed, if your Smart Format requires custom design work, the team will reach out with the corresponding templates for your design team.
What digital content can be included in a Smart Format?
Smart Formats can include photos, videos, audio, and other types of files such as PDFs or ZIPs. This might be backstage images and videos, demos, voice notes, high-quality audio files, or anything in between. If you’re aiming for chart accreditation, the general rule is that any content directly related to the album being sold is permitted. For further guidance, see our article Chart Accreditation and Chart Rules.
What is the lead time from purchase to delivery?
Smart Formats that require no custom design work like our stickers and clothing tags can be delivered within 1-3 days from purchase in the UK and 7-10 days ROW. Custom products have lead times varying from 3-6 weeks. Check out each Smart Format product page for specific lead times.
Are Smart Formats chart eligible?
Smart Formats can count towards the OCC Chart in the United Kingdom and Ireland, Billboard in the US and Canada, GfK in Germany, Austria, Belgium and Netherlands; ARIA in Australia and New Zealand. Rules apply to each territory, see here for more information.