Whether you’re 16 or 60, there’s no denying that at some point in our lives we’ve all dreamt of taking the stage, in front of a crowd of millions, as the lead singer/guitarist/drummer/triangle player of a multi-platinum selling rock band.
Well for most of us that dream never came to fruition (other than at the office karaoke party) but thanks to an innovative marketing campaign by Jose Cuervo, music lovers could become an integral part of an award-winning band’s music video.
OK Go is a band recognised for its creative and elaborate music videos and in a brand partnership with the Brazilian Tequila, they created #Shotcast, a video player that follows the band’s performance in Rio, with each pixel represented by fans’ Twitter or Facebook profile picture.
All the fan had to do was mention #Shotcast in a status update during the concert to appear as a pixelated part of the music video. This initiative is just one aspect of a mini-tour with Cuervo International, who view this partnership more as a creative collaboration between a risk-taking family owned spirits business and the “biggest viral video brand” in the world, than a sponsorship deal.
OK Go have been controlling their financing since leaving EMI records in 2010 by undertaking a number of mini partnerships with brands like Jose Cuervo. This defiant tactic has definitely shaken up the long held perception that record label funding is an essential part of any musician or band’s survival in the industry.
“[Being an independent] means that you can make partnerships that make sense,” says lead singer Damian Kulash. It certainly made a lot of sense for their fans whose anticipation of the video meant #Shotcast was trending on Twitter a day before the actual event.
For OK Go, entering into the realm of marketing partnerships has proven a successful move, and in this example, we can see the new and innovative possibilities available in social media marketing to connect with fans and consumers alike.
Brand Partnerships can be so much more diverse than just a string of TV indents and free gifts with purchase. And with a willingness to push the boat out to reach audiences on more than just a consumer level, we can expect more bands, artists and popular cultural icons to want to be a part of this brand evolution.