Brand Experience and Activation > Use of Promo & Activation
OK GO: I WON’T LET YOU DOWN
MORI, Tokyo / OK GO / 2015
Awards:
Overview
Credits
OVERVIEW
BriefExplanation
This campaign website consists of 3 parts, music video, interview footage and interactive contents. All of those were created for the indie rock and OK Go fans scattered around the world to promote online purchases via iTunes; and this campaign successfully brought the band back on the BillBoard Hot100 after 8 years of their absence.
ClientBriefOrObjective
OK Go is an US rock band. For its global promotion of their new album “Hungry Ghosts”, they created a “collaborative music video” supported by Honda.
Outcome
Only 10 hours after the launch, the video reached 1 million views, which was our first target, and in 6 days time, it reached over 10 million. Now it counts over 20 million views.
With this campaign "I Won't Let You Down" successfully brought the band back on the BillBoard Hot100 after 8 years of their absence.
Relevancy
In 2014,
October 27 The world premier of the video on NBC Today.
October 27 Japan premier of the video via Gizmode Japan.
October 27 The campaign website iwontletyoudown.com was launched.
October 31 The making-of video has been uploaded to the website.
November 3 The Interactive content has been added to the website.
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