SOMETHING FOR EVERYBODY by Mother New York for DEVO

Adsarchive » Promo » DEVO » SOMETHING FOR EVERYBODY

SOMETHING FOR EVERYBODY

Pin to Collection
Add a note
Industry Records & Cinema Production
Media Promo & PR
Market United States
Agency Mother New York
Released March 2010

Credits & Description

Category: Entertainment & Leisure
Advertiser: DEVO
Product/Service: ALBUM LAUNCH
Agency: MOTHER NEW YORK
Date of First Appearance: Mar 1 2010
Entrant Company: MOTHER NEW YORK, USA
Entry URL: http://devo.thiscomesfrom.us/
Agency: Mother NY (Mother NY)
Media placement: Color Study - Clubdevo.com/YouTube - 2010
Media placement: Song Study - Clubdevo.com/YouTube - 2010
Media placement: Album Art - Devo Album - 2010
Media placement: NY Billboard - NYC - 2010
Media placement: Waco Billboard - Waco, TX - 2010
Media placement: LA Billboard - LA, CA - 2010
Media placement: Reality Series - Online - 2010

Describe the objective of the promotion.
De-evolution is here! After years in their hermetically sealed bubble of artistic integrity, the new wave group Devo was ready to begin delivering a product that everybody would enjoy.

Describe how the promotion developed from concept to implementation.
Devo teamed back up with a major record label, and asked us to re-launch their career in the most pop-centric, mainstream manner possible, in an effort to get their music to as many people as possible, and of course, make money. This brief opened the doors to think about the concept of an “artist” differently, and what happens when you focus all efforts on pleasing as many people as possible.

Explain why the method of promotion was most relevant to the product or service.
We created a reality series that documented the typically private process of creation and marketing a product, in which profound statements on the world we live in mixed with the inherent absurdity of modern life. We used crowd-sourcing to find out what art by committee really looks like - we focus group-tested everything, including the music, the record title, the wardrobe, the advertising itself, and everything in between. We then responded to the learnings by applying them in real life, as witnessed by the final record, promotion, and the documentary series itself. Is this reality or is it staged?

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign set a new standard of how a band can connect with devoted fans and engage new listeners by merging fun content with the latest technology. The cultural result has been a fun, satirical look at how a cult art-band suddenly embraces commercialism in modern America, all through the bizarre lens of Devo. In addition to hundreds of thousands of dollars in earned media, the record debuted in the iTunes top ten, and Facebook fans for Devo increased by 304%.