Skank Promo SKANKPLAY by Dontrythis

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SKANKPLAY

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Brazil
Agency Dontrythis
Creative Rodrigo Mendes, Caio Mattoso, Pedro Gravena Fcb
Producer Caio Tozzi
Released March 2011

Credits & Description

Category: Entertainment & Leisure
Advertiser: SKANK
Product/Service: BRAND IMAGE
Agency: DONTRYTHIS
Date of First Appearance: Mar 16 2011
Entrant Company: DONTRYTHIS, São Paulo , BRAZIL
Entry URL: http://www.skankplay.com
Creative: Caio Mattoso (DonTryThis)
Creative: Rodrigo Mendes (DonTryThis)
Creative: Pedro Gravena (DonTryThis)
Music Director: Eduardo Marote (Dr. DD)
Scene Director/Motion Director: Pedro Ferrarini (Vila Filmes)
Producer: Caio Tozzi (Vila Filmes)
Scene Director: Guga Nogueira (Kardman Audiovisual)
Web Developer: Cauê Passero (Mina)
Media placement: Press Releases - Folha de S. Paulo - 16 February 2011
Media placement: Website - Own Domain - 16 March 2011
Media placement: Band Members Tutorials - You Tube - 16 March 2011
Media placement: Social Activation - YouTube, Facebook, Twitter - 16 March 2011
Media placement: First Music Video Made by People - YouTube - 18 March 2011
Media placement: MTV Music Videos - MTV - 19 April 2011
Media placement: Event With Musicians and Artists - MTV, UOL Music - 19 April 2011

Describe the objective of the promotion.
Skank is one of the most popular bands in Brazil. And it's hard to be close to your fans, when you have millions. Our objective then was to use the newest single of Skank to promote their brand image and to approximate the band to the fans.

Describe how the promotion developed from concept to implementation.
Our insight was: today, videos have turned the Internet into a big stage. But, usually, it is a big stage with lonely musicians. So… what if we invite everyone to a big virtual jam session with Skank? Well... that’s what we’ve done. We invited people to sing and play in a virtual jam session with Skank themselves and also to take part of the next music video of the band.

Explain why the method of promotion was most relevant to the product or service.
For a fan, what's the value of singing a duet or playing with his idol? That's what we offered to people. We received videos from all over the world. Professional musicians, amateurs, famous people, unknown talent - we got all kinds of videos. The song became open source and the site became a great jam session. Amazing for the band image, incredible to their public.

Describe the success of the promotion with both client and consumer including some quantifiable results.
• More than 30.000 versions of Skank's newest single was made by people.
• More than 200 music videos of the same song was generated.
• Some of those music videos were broadcast by MTV.
• Skank was invited to many TV shows to talk about the project and to present their new song.
• The project was highlighted in many of the most important music publications in Brazil like Rolling Stone Magazine, MTV, UOL Music.
• More than 15 Brazilian famous artists decided to join the project singing or playing with Skank, promoting a new flight of spontaneous media.