MySpace Promo, Case study FAN VIDEO by BBH London

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Industry Website
Media Promo & PR, Case study
Market United Kingdom
Agency BBH London
Director D.a.r.y.l.
Creative Director Dominic Goldman
Art Director Dean Woodhouse Bbh
Copywriter Hugo Biershenk
Producer Daniela Michelon, Davuid Karbassioun
Editor Fernanda Wagland
Released December 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: MYSPACE
Product/Service: MYSPACE MUSIC
Agency: BBH
Date of First Appearance: Dec 10 2009 12:00AM
Entrant Company: BBH, London, UNITED KINGDOM
Entry URL:
Creative Director: Dominic Goldman (BBH)
Copywriter: Hugo Biershenk (BBH)
Art Director: Dean Woodhouse (BBH)
Producer: Daniela Michelon (BBH)
Producer: Davuid Karbassioun (BBH)
Assistant Producer: Chris Watling (BBH)
Editor: Fernanda Wagland (BBH)
Sound Design: Ian Lambden (BBH)
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 - 10 12 2009

Results and Effectiveness
- 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.

Creative Execution
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's 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 fan videos on to their friends.

Insights, Strategy & the Idea
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.