Something People Actually Love: Riding a Social Media Wave
Switch to AT&T and get a year of Spotify Premium. That was the offer. But it allowed us to target music fans within the “Just OK is Not OK” framework.
We knew the spot was fun. We knew the song was great. And we knew AT&T was going to play it a zillion times. We built out a whole backstory for the band, designed merch and everything. Because that’s what you do.
But then the tweets started coming in. Then blog posts. Then internet think pieces. Then the demands for a full song.
We had lightning in a bottle. We had the best thing you can do in advertising: something people actually love.
JUST OK BOY BAND
DIR: Martin Granger CW: Ally Farrish AD: Kory Brocious
INTERNET HIGHLIGHTS:
A 1,700 word piece of fanfic about the band (def a career first)
A Power Ranking of the Members of the AT&T Boy Band by Punchability
A Tribute to the Dad in the Front Row
Jezebel calling it a “Dystopian Sponcon Tool that Bombarded the Public”
Not one but two petitions posted to change.org demanding the song’s release
Finally, our choreographers confirmed the Backstreet Boys loved the spot, quoted from it freely, and offered to appear in a sequel.
A blog called Popdust wrote about the spot and fake demanded we fake release the real song.
They started the #dropsummertimelover hashtag.
So we did it. The premiere of the full-length version streamed on
the “Official 300 Likes Unofficial” Youtube Channel, complete with countdown.
Praise for the release from Muse by Clio
And Ad Age
Popdust of course did a major post patting itself on the back
The whole effort was shortlisted by the One Show. But the reactions were the real trophies.
And if you made it this far…we did make a dancing version.