Skank: SKANKPLAY by Dontrythis for Skank

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Skank: SKANKPLAY

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Industry Publishing, streaming & media
Media Promo & PR
Market Brazil
Agency Dontrythis
Creative Rodrigo Mendes, Caio Mattoso, Pedro Gravena Fcb
Producer Caio Tozzi
Released June 2011

Awards

Cannes Lions 2011
PR Lions Best Use of Social Media Gold

Credits & Description

Type of Entry: Technique
Category: Best Use of Social Media
Advertiser/Client: SKANK
Product/Service: SKANK'S NEWEST SONG
Entrant Company: DONTRYTHIS São Paulo, BRAZIL
PR/Advertising Agency: DONTRYTHIS São Paulo, BRAZIL

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)

Describe the campaign/entry:
Skank is one of the most popular bands in Brazil. Our challenge was to promote Skank's newest single to their fans and to music lovers in general. 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? That’s what we’ve done. We shot videos of the band performing separately. Then we create an online tool where people could play 6 YouTube videos simultaneously. With the song split into separate video channels, we could invite everyone to record their own videos and join the jam session. On YouTube, Skank members explained how to play the song. And by the social networks we spread the news. Then we started to receive videos from all over the world. The song became open source and the site, a great jam session. People also were able to generate a personal Music Video, combining any 6 YouTube videos. These music videos were posted on our YouTube channel and some were broadcast by MTV. More than 30,000 versions of the same song were made.
Describe the brief from the client:
There were three simple main goals:
1) Spreading Skank's newest single to as many people as we could;
2) Giving to Skank spontaneous media.
3) Strengthen the relationship among Skank and their fans.
Results:
• More than 30,000 different versions of Skank's newest single were made by people.
• More than 200 music videos of the same song were 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, etc.)
• More than 15 Brazilian famous artists decided to join the project singing or playing with Skank,
promoting a new flight of spontaneous media.
Execution:
Everything was executed as planned. We only had some good surprises:
1) During the project, many famous Brazilian artists decided to record their own videos and join the SkankPlay project.
2) A lot of spontaneous media came because of that.
3) More than one music video was broadcast by MTV.
The Situation:
Skank is one of the most popular bands in Brazil. With millions of fans, Skank is also one of the most covered Brazilian bands. Our challenge was to promote Skank's newest single to their fans and to music lovers in general, in times when the whole music industry is trying to reinvent itself.
The Strategy:
Strategy in order of implementation:
1) Launching a teaser website announcing that a new Skank project was to come.
2) Launching teasers mini-documentaries talking about the project.
3) PR and social media activation.
4) Project website launching.
5) Tutorials of the band explaining how to play the song on YouTube.
6) People participation.
7) Project buzz.
8) Many different music videos and versions of the song made.