One Direction Unveils Best Kik Campaign Ever

Boy band is latest to put toe in water of messaging trend

Don’t miss Commerceweek, February 28–29 in NYC, to explore the technology and trends fueling commerce. Get strategic insights from leaders at The New York Times Advertising, Turo, TikTok and more. Register.

One Direction, the UK boy band with perfectly mussed hair, got the message about messaging apps. The group and its label Sony Music are reaching fans through a new campaign on Kik, the Canadian mobile messaging service with 95 million registered users.

Kik is similar to apps like Line (which reportedly has 280 million users), WhatsApp, WeChat and Facebook Messenger. Most are free apps designed to help mobile users avoid the heavy data charges typically incurred from text messages. 

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in