Best Use of Social Media For Music

Archived from the 5th Annual Shorty Industry Awards

Winners

Music Apps Hack Weekend

Produced by: OMD

We partnered with Spotify to create a Music Apps Hack Weekend that would build new opportunities for brands to play in the music space. Out of 300 applicants we invited 150 hackers from all over the world to come to New York City’s SPIN Ping Pong club for one weekend in February to build breakthrough music apps alongside six major brands: CW, Doritos, McDonald’s, Mountain Dew, Showtime and State Farm. Participants demoed over 47 apps, competing for the grand prize of $10,000 and awards from each of the individual brands. Each of the featured brands ran campaigns on Spotify leading up to, during and after the Hacks to get a handle on the existing ad platform in addition to coming up with ways to integrate the newly-created apps into their marketing.Building a fully-functioning and launchable piece of software usually takes months and sometimes years, but our 150 hackers were able to accomplish this in forty-eight hours, in large part to the resources our brand and tech partners were able to provide our 150 participating hackers. Hackathons are by no means a new invention, but our introduction of brands into this environment was a first of its kind activation and the resulting media coverage was a clear illustration of the uniqueness effectiveness of our campaign. Music Apps Hack Weekend resulted in over 14MM media impressions and the creation of 47 Spotify apps, two of which the CW and Doritos are working to bring into market. In addition to paid media, Music Apps Hack Weekend generated a tremendous amount of earned media with featured articles in The New York Times, VentureBeat, Billboard, Contagious and Media Post, over 42 blog mentions and over 280 mentions on Twitter.

Intel Presents The Music Experiment Powered By MTV Iggy

Produced by: MTV World, Intel and OMD

The Music Experiment” was a series of social media-driven, free, live shows held at secret locations in four select cities nationwide. The experience began at musicexperiment.com, where fans engaged with high-altitude, interactive maps hinting at the ticket pick-up location of 4 hidden shows. Fan tweets using #musicexperiment incrementally zoomed in the maps, geo-targeting the location of the tickets and venue. Engagement continued as fans entered trivia contests on Facebook, attended shows and participated in videos featured on MTV’s on-air, online and social media platforms. Each event featured uniquely themed musical performances in unusual, visually stunning venues. An installation featuring Ultrabooks, powered by Intel and loaded with a custom Instagram app, allowed attendees to instantly print event photos, share them to Instagram, and project them on the walls of the venue. The video content generated from each show included performance highlights and audience participation.The Music Experiment is an innovative multi-platform music series fusing music, art and technology. INTEL + MTV IGGY architected the partnership to engage Millennials with the Ultrabook and convert them into brand lovers. From start to finish The Music Experiment created an inherently social experience where fans engaged across multiple platforms including Twitter, Facebook and Instagram. The fan experience at the events created a sense of community, and brought not only the artists closer to the fans, but fans closer to each other. Looking to be part of this unique experience, fans were highly engaged in all areas of The Music Experiment and with the Intel brand. The experiment paid off. As a result of the campaign, fans were 135% more likely to have seen advertising for the Intel Inspired Ultrabook than the average laptop/notebook. They were 80% more likely to be interested in Intel’s overall brand and 175% more likely to consider purchasing an Intel Inspired Ultrabook. Overall, Millenials generated 180 million impressions, nearly 74 million of which were digital.

Finalists

Nokia Music and AT&T Present Green Day's Numero Uno Fan Contest

Produced by: MAC Presents

Green Day’s “Numero Uno Fan” contest generated more than 165,000,000 social impressions and 179,000 social actions by rewarding fans for engagement, using technology from PunchTab. Fans were encouraged to complete various social actions. Each action earned fans points to move up a leader board and toward the grand prize: tickets to the Green Day concert at Irving Plaza in NYC presented by Nokia Music and AT&T. Nokia was launching its free streaming service Nokia Music in the United States during the same time period Green Day was scheduled to release Uno, the first of a trio of new albums. MAC Presents saw an opportunity to bring the two together, along with AT&T, to introduce Nokia Music in a unique and buzz-worthy way. As part of the program, Nokia Music and AT&T launched a co-branded Facebook tab on Green Day's 25 million-strong Facebook page. The tab featured the "Numero Uno Fan" contest, powered by social media engagement platform PunchTab, which was designed to introduce fans to Nokia Music while rewarding them for spreading the word about Nokia Music. As part of the contest, fans were encouraged to complete social actions including: checking into an AT&T store through FourSquare; watching the Nokia Music commercial; tweeting a message about Green Day using #NokiaMusicATTGreenDay; following the newly-created @NokiaMusic account on Twitter; liking Nokia Music on Facebook; and watching Green Day's "Oh Love" music video. For each social action fans completed, they earned points to move up the leaderboard. Top fans were awarded tickets to the Green Day concert at Irving Plaza in NYC presented by Nokia Music and AT&T. This was just a start. At the concert, Nokia brand ambassadors distributed RFID wristbands and helped fans register their wristband with their personal Facebook account. Once inside, fans could use their RFID wristband to enter prize giveaways and post pictures from on-site activation directly to their Facebook profile and timeline. One of the activation elements included a green screen photo booth where consumers' faces were integrated onto Green Day's album cover for Uno. Five lucky concert attendees were also given Nokia Lumia 900 smartphones to document Green Day's concert through their own perspective with photograph and video footage. Content was downloaded from the phones and given to AT&T for use in their social media platforms. Green Day also created three exclusive playlists available only on Nokia Music, with videos of the band creating the playlists posted on the co-branded Facebook tab. To keep consumers coming back to the page, Green Day live streamed three songs from the Irving Plaza concert and posted edited portions of the concert to the page after the event. The social media campaign was a tremendous success, with users completing over 179,000 social actions and generating over 165,000,000 social impressions.

Current Entries

Intel Presents The Music Experiment Powered By MTV Iggy

Produced by: MTV World, Intel and OMD

The Music Experiment” was a series of social media-driven, free, live shows held at secret locations in four select cities nationwide. The experience began at musicexperiment.com, where fans engaged with high-altitude, interactive maps hinting at the ticket pick-up location of 4 hidden shows. Fan tweets using #musicexperiment incrementally zoomed in the maps, geo-targeting the location of the tickets and venue. Engagement continued as fans entered trivia contests on Facebook, attended shows and participated in videos featured on MTV’s on-air, online and social media platforms. Each event featured uniquely themed musical performances in unusual, visually stunning venues. An installation featuring Ultrabooks, powered by Intel and loaded with a custom Instagram app, allowed attendees to instantly print event photos, share them to Instagram, and project them on the walls of the venue. The video content generated from each show included performance highlights and audience participation.The Music Experiment is an innovative multi-platform music series fusing music, art and technology. INTEL + MTV IGGY architected the partnership to engage Millennials with the Ultrabook and convert them into brand lovers. From start to finish The Music Experiment created an inherently social experience where fans engaged across multiple platforms including Twitter, Facebook and Instagram. The fan experience at the events created a sense of community, and brought not only the artists closer to the fans, but fans closer to each other. Looking to be part of this unique experience, fans were highly engaged in all areas of The Music Experiment and with the Intel brand. The experiment paid off. As a result of the campaign, fans were 135% more likely to have seen advertising for the Intel Inspired Ultrabook than the average laptop/notebook. They were 80% more likely to be interested in Intel’s overall brand and 175% more likely to consider purchasing an Intel Inspired Ultrabook. Overall, Millenials generated 180 million impressions, nearly 74 million of which were digital.

Intel "Inside the Music"

Produced by: OMD

To promote Intel's new product, the Ultrabook, we partnered with Pandora to engage our target. Intel’s ‘Inside the Music’ program gave Pandora users the first-ever opportunity to understand how Pandora serves up its tracks, lifting the hood on the Music Genome (Pandora's proprietary taxonomy of music DNA). When users “thumbed-up” a track, they were served an Intel branded message promoting a mini-site experience where they could explore six different genres of music. The site featured audio featurettes, interactive pop-ups, and demos - all explaining how Pandora serves its music. For the first time, listeners could launch Ultrabook-branded Pandora stations based on precise song attributes like guitar effects and vocal harmonies. While users were discovering the DNA of the music they loved, they were also discovering the DNA of the Ultrabook. Videos, experiences, images and links to Intel.com were woven naturally into the experience.Since the campaign launched in April 2012 there have been 400k unique visitors to ‘Inside the Music’. Over 18k audio featurettes have been played, 13K Ultrabook branded radio stations created and 23K views of the Intel Ultrbook video advert have taken place. Impressively, the average time spent in the hub environment is 11 minutes, far above the average of previous environments Intel has created. Using analytical data we can also see that our visitors are extremely engaged. Users who have interacted with ‘Inside the music’ are 200% more likely to click through to Intel.com vs. users who viewed standard digital messaging. This was a media first and a first for Pandora. Intel was able to partner with Pandora to deliver a perfect synergy between content and advertising. In the end the consumer was rewarded with a fantastic user experience while simultaneously educated about the benefits of the Ultrabook.

The Wanted’s Reality Reveal and Album Announcement: Capturing Fans in Real Time with Twitcam

British pop band The Wanted is harnessing the power of Twitter to drive PR and fan relations for the up and coming teen artists. On February 6, 2013, The Wanted used Livestream’s Twitcam, a live streaming platform on Twitter, to announce the arrival and sneak peek of their new album and debut of their new reality show on E! Television Network. The band used Twitcam to communicate with fans and answer questions in a real-time chat capability via Twitter to engage with thousands of fans, and garner press in over 90 publications including Ryan Seacrest, Los Angeles Times, MTV.com and more. The Wanted’s use of Livestream’s Twitcam platform showcases a creative use of digital PR showcasing that good press doesn’t always mean a press release. By leveraging the power of Twitter, and DIY webcasting, The Wanted was able to reach and engage with its key audience: teens, and communicate with them in real-time to answer fan questions and quips about their upcoming reality show and album release. Via The Wanted’s Twitcam announcement, the teen pop sensations were able to: - Interact and chat with over 50,000 fans around the globe in real-time over live video and - Twitter using Livestream’s Twitcam - Garner press coverage in over 90 media outlets including MTV.com, The Los Angeles Times, USA Today, Variety.com - Create social media trends and buzz highlighting elements like upcoming album songs, voting for reality show titles, and favorite band member

Nokia Music and AT&T Present Green Day's Numero Uno Fan Contest

Produced by: MAC Presents

Green Day’s “Numero Uno Fan” contest generated more than 165,000,000 social impressions and 179,000 social actions by rewarding fans for engagement, using technology from PunchTab. Fans were encouraged to complete various social actions. Each action earned fans points to move up a leader board and toward the grand prize: tickets to the Green Day concert at Irving Plaza in NYC presented by Nokia Music and AT&T. Nokia was launching its free streaming service Nokia Music in the United States during the same time period Green Day was scheduled to release Uno, the first of a trio of new albums. MAC Presents saw an opportunity to bring the two together, along with AT&T, to introduce Nokia Music in a unique and buzz-worthy way. As part of the program, Nokia Music and AT&T launched a co-branded Facebook tab on Green Day's 25 million-strong Facebook page. The tab featured the "Numero Uno Fan" contest, powered by social media engagement platform PunchTab, which was designed to introduce fans to Nokia Music while rewarding them for spreading the word about Nokia Music. As part of the contest, fans were encouraged to complete social actions including: checking into an AT&T store through FourSquare; watching the Nokia Music commercial; tweeting a message about Green Day using #NokiaMusicATTGreenDay; following the newly-created @NokiaMusic account on Twitter; liking Nokia Music on Facebook; and watching Green Day's "Oh Love" music video. For each social action fans completed, they earned points to move up the leaderboard. Top fans were awarded tickets to the Green Day concert at Irving Plaza in NYC presented by Nokia Music and AT&T. This was just a start. At the concert, Nokia brand ambassadors distributed RFID wristbands and helped fans register their wristband with their personal Facebook account. Once inside, fans could use their RFID wristband to enter prize giveaways and post pictures from on-site activation directly to their Facebook profile and timeline. One of the activation elements included a green screen photo booth where consumers' faces were integrated onto Green Day's album cover for Uno. Five lucky concert attendees were also given Nokia Lumia 900 smartphones to document Green Day's concert through their own perspective with photograph and video footage. Content was downloaded from the phones and given to AT&T for use in their social media platforms. Green Day also created three exclusive playlists available only on Nokia Music, with videos of the band creating the playlists posted on the co-branded Facebook tab. To keep consumers coming back to the page, Green Day live streamed three songs from the Irving Plaza concert and posted edited portions of the concert to the page after the event. The social media campaign was a tremendous success, with users completing over 179,000 social actions and generating over 165,000,000 social impressions.

Music Apps Hack Weekend

Produced by: OMD

We partnered with Spotify to create a Music Apps Hack Weekend that would build new opportunities for brands to play in the music space. Out of 300 applicants we invited 150 hackers from all over the world to come to New York City’s SPIN Ping Pong club for one weekend in February to build breakthrough music apps alongside six major brands: CW, Doritos, McDonald’s, Mountain Dew, Showtime and State Farm. Participants demoed over 47 apps, competing for the grand prize of $10,000 and awards from each of the individual brands. Each of the featured brands ran campaigns on Spotify leading up to, during and after the Hacks to get a handle on the existing ad platform in addition to coming up with ways to integrate the newly-created apps into their marketing.Building a fully-functioning and launchable piece of software usually takes months and sometimes years, but our 150 hackers were able to accomplish this in forty-eight hours, in large part to the resources our brand and tech partners were able to provide our 150 participating hackers. Hackathons are by no means a new invention, but our introduction of brands into this environment was a first of its kind activation and the resulting media coverage was a clear illustration of the uniqueness effectiveness of our campaign. Music Apps Hack Weekend resulted in over 14MM media impressions and the creation of 47 Spotify apps, two of which the CW and Doritos are working to bring into market. In addition to paid media, Music Apps Hack Weekend generated a tremendous amount of earned media with featured articles in The New York Times, VentureBeat, Billboard, Contagious and Media Post, over 42 blog mentions and over 280 mentions on Twitter.

Save The Music Foursquare Partnership

Founded in 1997, the VH1 Save The Music Foundation is a non-profit organization dedicated to restoring music education in public schools. In an ongoing effort to raise the public’s awareness about the importance of music as part of each child’s complete education, the VH1 Save The Music Foundation teamed up with popular location-based social networking site, Foursquare, to hit the VH1 demographic where they thrive: the music-related venues and businesses where they hang out with their friends. Enticing fans to check in and earn the badge, VH1 decided to do something extra special. For the first 35,000 users that unlock the badge, VH1 donated $1 per badge to the VH1 Save The Music Foundation. The VH1 Save The Music Foundation typically donates $37,000 per selected school. That means that this Foursquare promotion will essentially provide one school with a full slate of instruments for its students. The promotion is especially unique because Foursquare and VH1 have a longstanding relationship with one another. VH1 was one of the first brands to align with the service and it remains one of the most followed brands on Foursquare. VH1 and Foursquare see an alignment in their audiences, both in terms of age range and willingness to embrace social good. How the badge was unlocked: Follow VH1 on foursquare. Check in wherever VH1 has left tips. (A link was available to a list of all of the venues where left tips had been left.) You also got the unlock by checking in at VH1 Save The Music events. Some of the top concerts included Beach Boys, Bruce Springsteen, Coldplay, Dave Matthews Band, Drake, Elton John, Eric Church, Houston Rodeo, Jason Aldean, Jimmy Buffet, Kenny Chesney, Lady Antebellum, Madonna, Mana, Nickleback, Radiohead, Red Hot Chilli Peppers, Roger Waters, The Black Keys and Van Halen. Unlock Message: “Hey there, music lover – now you’re a music giver, too! $1 has been donated on your behalf to support music education with VH1 Save The Music. Learn more or make a donation at www.vh1savethemusic.com” Results: Three months after teaming up with location-based service Foursquare to raise money for the Save The Music Foundation, VH1 met its funding goal of $35,000 for the campaign—enough to save one school’s entire music department! Since its inception, the VH1 Save The Music Foundation has provided $48 million in new musical instruments to 1,800 public schools in more than 100 cities around the country, impacting the lives of over 1.8 million children. The Foundation hosts a series of special fundraising events each year, along with executive various cause marketing campaigns to mobilize people around the importance of music education.