To promote season 2 of ‘The Midnight Beast’ we utilised the band’s significant social presence with a campaign that would resonate with their fans. The band recreated140 character tweets as songs. We used vine (an emerging platform) because 6 second video limit was perfect for songs with lyrics the length of a tweet.
The band composed songs from stupid celebrity tweets and posted them to Vine and twitter. After this fans could send in their own tweets that they wanted musically delivered to any celebrity or company they wished… Live! We drove around in a mini van and wrote, recorded, edited and posted the videos within minutes of the messages being received. The instant, reactive nature of this means we had an engaging online conversation happening on the day of TX, building buzz for the show. Finally, we ended with a tune in CTA to finish the whole thing off.