Yuna makes music history with MAS

At 4pm today, Yuna will make history with Malaysia Airlines by being the first Malaysian artiste to debut a new album live on YouTube Livestream.

Nocturnal is the name of Yuna’s second American album and the launch will be hosted on the MAS official YouTube channel at Yuna "NOCTURNAL" Listening Party.

Yuna was elected as the airline’s social media ambassador on April 2013 and the brand is actively producing content featuring the local singer, with the album livestream as the latest activity.

Other activities planned for the launch is a live performance by Yuna of songs from her new album and also a Twitter competition where 10 fans will be given the chance to win the Nocturnal album. The campaign spans from Facebook and Twitter to YouTube channels with the designated hashtag #MHMoments.

The concept and execution of this campaign is by MAS and Rally, the social media arm of IPG Mediabrands Malaysia.

Derek Tan, executive director for social media of World Markets, Asia at IPG Mediabrands said that the initiative is in response to the undeniable power of social media in the digital age.

“Now we have MAS who is becoming the enabler for such important events as the brand moves to engage with its younger generation customers.”

MAS is making great effort this year to connect to a younger, digitally savvy audience with branded content and exclusive opportunities.

What do you think of its approach?