To demonstrate how Ellie Goulding bends the rules, we created a unique interactive experience that integrates her performance with the work of six artists.

With the touch of a button, Ellie’s fans could modify the video with the inclusion of the influencers’ graphics and animations, even changing the camera angle.

We also created a content film to document the influencers’ process of creation and how HP has facilitated this collaboration.

We captured Ellie’s stripped down, intimate and beautiful acoustic performance. The edit of this footage then formed the blank canvas on which our influencers began creating.

With the finished interactive piece, Ellie’s fans were able to modify the video with the touch of a button, playing with the influencers’ graphics, type and animation.

We also made a making-of film, documenting the entire creation process of the interactive experience. By showing how each influencer created their part of the music video, the whole process was made more fascinating and viewers felt like they were participating in something unique.

Six collaborators were asked to produce social posts promoting an interactive music performance with HP & Ellie Goulding. The result was 10 million earned media impressions and 150k interactions and then an additional post from Ellie grew the campaign’s reach to 30 million.

The artists had social followings from around the world, mapping unique talents and mediums to regions, making it a truly global initiative. Total combined reach across the influencers was 3.5m. The collaborators posted across platforms, promoting the #bendtherules hashtag, HP and Ellie Goulding – this resulted in over 10 million earned impressions.

Engagement was strong across multiple channels – from close to 380k engagements across social media to over 545k views on YouTube – but the real satisfaction is that 100% of tweets on the campaign were positive.