It gave me great joy this week to finally see the fruits of the collaboration between The Vaccines and Instagram come to life online, and not just because ‘Wetsuit’ is one my favourite tracks from their ‘What Did You Expect From The Vaccines?’ album.
No, the other reason for joy was that, working in digital as I do, you spend a lot of time discussing ideas such as user generated content, community building and online platforms, and not as much time putting theory into practice.
In case you’re not familiar with what the campaign was about, The Vaccines (and label Sony Music) put together a joint collaboration with the popular photo app/sharing service Instagram. Fans of the band were invited to share, via Instagram, an image which encapsulated ‘the perfect summer of music’. A microsite was built for images to be showcased, and all people had to do was tag their images with #vaccinesvideo, and they were in with a chance of their image being featured in a bona fide music video.
You can check out the final results below –
Here’s why l like it so much –
1. Devastatingly simple idea
2. Simple and flawless execution
3. Uses a new platform in an interesting way
4. Tapped into two growing communities – Vaccines fans and Instagram users
5. Generated a great piece of content (and probably saved Sony Music a few quid as a result)
The competition had 2,433 entries, numerous pieces of coverage and the video has nearly 300,000 views since it was uploaded on Thursday. Clearly spreading the word about both parties involved far and wide.
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