The campaign was a part of a multi-market campaign of Deutsche Telekom (the owner of T-Mobile and ERA in Poland) with the participation of a famous singer, Katy Perry. In each of the 8 countries users could take part in the filming of the artist’s new video clip (mechanism and methods of choosing participants of the clip were not specified). The greatest challenge the agency faced was to ensure cross-media distribution of the message and deliver a local campaign that engages the audience. It was an additional challenge to combine the competition-related communication with product communication.
The campaign mechanism was based on major recruitment of people who wanted to participate in Kate Perry’s video clip. The whole campaign was based on content generated by users – competition entries in which they showed how special they were and tried to convince Kate Perry that they were the ones who should be chosen for the video clip. This is why social communities were of particularly use – the online part of the campaign was executed simultaneously on ERA’s Facebook Fan Page, on a dedicated channel on YouTube and on the “Era music garden” music portal.
The campaign was executed in three stages:
At the first stage, which initiated the campaign, Katy encouraged Poles to compete for appearance in her video clip. The primary tool was a wide-reach banner campaign directing a user to a dedicated section on eramusicgarden.pl. It was supported by a TV advert which also directed people to the website.
Users could register on eramusicgarden.pl and upload their films on a special YouTube channel. Each day the jury chose a winner (a total of 40 people).
In the next stage Rafał – one of the winners – became the face of the campaign. He appeared in TV spots and in exclusive online episodes,. He was also blogging and updating his Facebook profile.
The final stage involved coverage from the shooting of Katy Perry’s video clip in Budapest. During the trip the coverage about the winners was provided and after their return their adventures could be seen in a special making-of material.
The campaign was received quite enthusiastically by users across all the channels where the brand was present.
The brand’s YouTube channel broke the record in popularity. During the recruitment process users sent a total of 2199 films and 8600 comments were submitted. As a result, in September ERA’s channel was the most subscribed sponsored channel in the world, the most viewed channel in Poland in September and the 7th most viewed channel in Poland.
The campaign received a lot of attention in the media, it earned 111 mentions on websites, 8 accounts in printed press and the winners were offered an exclusive session in the POPCORN magazine.
The winners have remained active brand ambassadors: they organised flashmob, their own premiere of the “Firework” video clip and they want to appear in Era’s next campaign!
