Social Network: "FAN VIDEO" Promo / PR Ad

Category: Best Use of Live Events and or Celebrity endorsement
Advertiser: MYSPACE
Product/Service: SOCIAL NETWORKING
Creative Director: Dominic Goldman (BBH)
Copywriter: Hugo Biershenk (BBH)
Art Director: Dean Woodhouse (BBH)
Producer: Daniela Michelon (BBH)
Producer: Davud Karbassioun (BBH)
Assistant Producer: Chris Whatling (BBH)
Editor: Fernanda Wagland (BBH)
Sound Design: Ian Lambden (BBH)
Designer: Eric Chia (BBH/ Addictive Pixel)
Director: (D.A.R.Y.L)
Digital Production Company: (Domani Studios)
Film Production Company: (Pulse Films)
Post Production Company: (Absolute Post)
Media placement: Online - MySpace - December 2009

Summary of the Campaign
The campaign idea was to create surprising content and experiences that enable people to get closer than ever to the artists they love. Inviting users to Get Real Close. We created an interactive experience that pulls in your MySpace (or Facebook) profile picture and seamlessly embeds it into an intimate moment with artists like 50 Cent, Alicia Keys and Florence and the Machine. Creating a film that is so realistic you won't believe it is not real. The real magic comes when you make one for your friends. Users can use Facebook connect or Myspace ID to send films to multiple friends, each one personalised to the recipient. The interactive Fanvideos were sent to Myspace fans of the featured artists and seeded to influential bloggers and music communities. The campaign built momentum as it generated press and blogger interest and users sent personalised fanvideo's on to their friends.

The Goal
Our idea was to create surprising content and experiences that enable people to Get Real Close to the artists they love the most. We created an interactive experience that pulls in your MySpace (or Facebook) profile picture and seamlessly embeds it into an intimate moment with artists like 50 Cent and Alicia Keys. Creating a film that is so realistic you won't believe it is not real. But the real magic comes when you make one for your friends. Users are able to use Facebook Connect or Myspace ID to send films to multiple friends, each one personalised to the recipient.

Results
- 1,523,000 video views to date (and rising) - Awareness of the MySpace Music product up 70% (source: YouGov Tracker) - Facebook referral traffic was up 70% during the campaign (Fan Video and fan group activity) - 30% increase on time spent on Music home page vs. pre-launch levels (56secs vs. 43secs) - Time spent on the Fan video page (once people had logged in) was 550% higher than the site-wide average (6mins vs. 1mins) - 1.2million additional new unique visitors acquired in Jan & Feb - Positive PR coverage totalling £1.8m in value.

Execution
The films use emotion and story-telling and the highest possible production values throughout to bring to life the fact that Myspace Music brings fans closer to their favourite artists than anywhere else and celebrates the role fans play in making the artists popular by depicting the artists showing their appreciation. This campaign dramatizes the truth that Myspace is a social experience of music through the intimacy with the world’s top artists and the way in which films could be personalized and then distributed to friends. We also used Myspace’s number one competitor Facebook as our main media channel.

The Situation
Our brief was to launch Myspace’s new music service in the UK and prove to young music fans that the brand is cool and relevant again, ultimately, getting them to spend more time on Myspace using the new music service. Myspace users have always been able to “friend”, and follow, their favourite bands and artists but this new service allows users to stream and listen to any song, from any artist, for free. You can create your own playlists, and share them with friends. Whilst there are other free music services, like Spotify, available to users in the UK only Myspace Music allows users to get their music straight from the source: the artists themselves.

The Strategy
Our idea was to create surprising content and experiences that enable people to Get Real Close to the artists they love the most. We created an interactive experience that pulls in your MySpace (or Facebook) profile picture and seamlessly embeds it into an intimate moment with artists like 50 Cent and Alicia Keys. Creating a film that is so realistic you won't believe it is not real. But the real magic comes when you make one for your friends. Users are able to use Facebook Connect or Myspace ID to send films to multiple friends, each one personalised to the recipient.