FedEx / SoundTrack
Package tracking like you’ve never heard before. FedEx SoundTrack, a platform that reimagines customer tracking by using Google Maps, the FedEx API, and real world data to let users experience a package’s journey through sound. In this completely reimagined online tracking experience, you can enter your FedEx tracking number to see its unique SoundTrack. The experience visualizes the steps and stats of your delivery and generates a custom piece of music based on these variables. Powered by 600+ audio samples, the real-time sound engine acoustically accounts for anything from routing and locations to package size and weather conditions.
To source unique sounds for SoundTrack’s generative library, YouTube Creator Aaron Hatch (aka Fresh Big Mouf), acted as “beat scout” to record sounds at FedEx’s Super Hub in Memphis. Aaron also recorded two original tracks to promote the experience, each with behind-the-scenes content:
SITUATION
FedEx is world-renowned for its rapid delivery logistics but the complex system that transports package from opposite corners of the globe in 24 hours is taken for granted.
THE BRIEF
Drive an appreciation and understanding for the incredible FedEx infrastructure behind your delivery.
OBJECTIVES
Drive site interactions and generate buzz.
INSIGHT
The only way to be in awe of what FedEx does on a daily basis is to witness it.
THE IDEA
FedEx SoundTrack: Using the tracking number, SoundTrack creates a composition based on the package’s shipping journey, letting users “experience a package’s journey through sound.”
Users without a tracking number can still create a SoundTrack using pre-set criteria based on the delivery type, a package’s weight and dimensions, and its departure and destination points. Each attribute and location has a distinct musical signature, and the elements combine in the final mix to score a mini-movie illustrating a package’s trip.
RESULTS
FedEx SoundTrack exceeded engagement targets and received press coverage in Fast Company and Pitchfork.