"Up All Night" Fan Montage Video by BBDO New York for AT&T

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"Up All Night" Fan Montage Video

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Industry Publishing, streaming & media
Media Film, Digital, Interactive & Mobile
Market United States
Agency BBDO New York
Creative Director Jeff Greenspan
Art Director Jesse Snyder
Copywriter Chris Baker
Producer Alejandra Alarcon
Editor Ethan Mitchell
Production K5
Released October 2011

Awards

Kinsale Shark Advertising Festival 2012
DIGITAL BEST USE OF SOCIAL MEDIA GOLD

Credits & Description

Category: Best use or integration of user-generated content
Advertiser: AT&T
Product/Service: PHONE AND CELL SERVICES
Agency: BBDO NEW YORK
Chief Creative Officer: David Lubars (BBDO New York)
Executive Creative Directors: Greg Hahn/Ralph Watson (BBDO New York)
Executive Creative Director/Director Of Innovation: Mathias Appelblad (BBDO New York)
Senior Creative Director: Arturo Aranda (BBDO New York)
Creative Director: Jeff Greenspan (BBDO New York)
Art Director: Jesse Snyder (BBDO New York)
Copywriter: Chris Baker (BBDO New York)
Executive Integrated Producer: Julian Katz (BBDO New York)
Senior Interactive Producer: Jonathan Percy (BBDO New York)
Account Team: Maryeliza Massengill/Corbin Pendleton/Mallory Hartline/Kara Carpentier/Shannon S (BBDO New York)
Interactive Company:
Editing House: (Whitehouse Post)
Editor: Ethan Mitchell (Whitehouse Post)
Senior Assistant: Matthew Schwab (Whitehouse Post)
Executive Producer: Corina Dennison (Whitehouse Post)
Producer: Alejandra Alarcon (Whitehouse Post)
Media placement: Consumer-Generated Content Music Video - YouTube - 3 August 2011

Campaign Description
It is illegal to use licensed music without permission. Usually, record companies mandate that any user-generated content that uses their music without permission be removed from websites, and sometimes the record company will take legal action against the person, and sue them in a court of law.

Not only did we not punish Blink-182 fans that used unauthorised music, we rewarded them for it by entering them in 'The Blink-182 Film Festival You Didn’t Know You Entered' and featuring them in a music video for their new single, 'Up All Night'.

This also meant we had to comply with the Right of Publicity Law. This law prevents unauthorised commercial use of an individual’s likeness, name, etc. Given this project was leveraging user-made videos for commercial use, we had to track down those parties who originally posted the videos to YouTube. This led to many of these die-hard Blink-182 fans we contacted to be taken completely by surprise, and, in many cases, total disbelief, thinking that this must be some sort of practical joke. Those who actually believed us were incredibly excited and jumped at the chance to take part in our project.

Effectiveness
In an effort to build brand affinity with youth, AT&T partnered with Blink-182 for the launch of their new single 'Up All Night'. Given youth’s passion for music and Blink’s social influence, the partnership gave AT&T a perfect avenue to get closer to this target.

In order to accomplish this we wanted to produce something that was strictly for the fans, and only made possible by the fans.

We searched YouTube for every instance of fans using Blink-182 songs in their videos. Instead of punishing them for using the music without permission, we rewarded them by entering them in 'Blink-182 Film Festival You Didn’t Know You Entered'. Thousands of videos were reviewed, awards were handed out, and the best were combined with Blink-182’s new single 'Up All Night' to create a music video made possible by, and starring, the fans.

To drive awareness, AT&T took over their YouTube brand channel, released banner and pre-roll media driving to the page and posted throughout all social avenues about the launch. The fans themselves were the biggest drivers however. By word of mouth, postings on message boards, and sharing on social media sites, they organically spread the word about 'The Blink-182 Film Festival You Didn’t Know You Entered'.

Through this, AT&T successfully brought Blink-182 fans unprecedented access to their favourite band.

Implementation
The biggest draw was the organic behaviour of music fans. Following Blink-182’s every move and curious about their new single 'Up All Night', fans flocked to YouTube to give a listen on AT&T’s brand channel. Message boards, word of mouth, tweets and Facebook posts by excited fans were our best drivers.

Standard banners and pre-roll were used, as well as messaging on AT&T’s Facebook page and Twitter handle. Music publications and blogs like NME, Rolling Stone, Billboard also picked up on the story also drove consumers.

Outcome
The response was amazing. The entire Blink-182 fan base was excited and applauded AT&T for their participation. The campaign not only gained the attention of fans, but also that of the larger music community, with mentions on Rolling Stone, Billboard, NME, Entertainment Weekly, Huffington Post and Good Day LA’s broadcast.

This publicity brought AT&T an estimated 150m in earned media impressions. The videos received 1.4m views and 98% positive ratings. The Film Festival montage video was one of the Top 100 Most Viewed YouTube videos in August and 1 of the top 10 most viewed videos ever on the AT&T Channel. Traffic drivers were well above benchmark for both AT&T and Industry standards (twice the banner benchmark and 8 times the pre-roll benchmark).

Users honored in the Film Festival were so excited that they touted their inclusion on their own YouTube pages. Some even formed their own response videos to the campaign and thanked not only Blink-182, but also AT&T. We also saw an influx of comments asking that the video become the official music video for the new release. Blink-182 was so happy with the positive buzz that they requested to use the video on their tour.