Singer songwriter ZZ Ward has launched a one-of-a-kind Web application. The “365 Days of ZZ Ward” app uses Facebook’s open graph to build a fan-driven timeline of their history with ZZ Ward, according to how they’ve interacted with her on Facebook.
“Fans can locate when they first connected with ZZ on Facebook,” the web-app’s first screen tells users, “and in the process, their experiences will be plotted in the timeline. By continuing to spread the word about ZZ and engage with her content, fans will be able to unlock new and exclusive content before anyone else.”
Exclusive content is unlocked by earning points, which involves contributing to the app’s Official ZZ Ward timeline. Following ZZ Ward on Twitter, watching her videos on VEVO, or sharing her album “‘Til The Casket Drops,” (No. 72 debut on the Billboard 200 the week of November 3, 2012), are just a few of the ways fans can earn points and contribute to the timeline.
“365 Days of ZZ Ward' timeline was created for ZZ fans,” a company spokesperson told Billboard in an email. “It's core is about identifying and taking ownership of when they first discovered ZZ Ward and spreading the word about an artist they love through the content she creates.”
The app, built by Eyes & Ears Entertainment, initially offers four unlockable rewards but is designed to be constantly evolve and add new unlockable content on an ongoing basis. In this way the app is a much longer play than a campaign designed to promote a particular release, and one that ZZ Ward and her fans will build together over time.