Vanilla Sky
The brief
To support the band's media coverage and promote their song through web 2.0 and viral marketing.
Vanilla Sky, an Italian pop-punk band, was featured in Kerrang! when their cover of the pop hit Umbrella was featured in the magazine's ‘must listen to’ songs of the week.
The objectives
- Promote Vanilla Sky and the song, Umbrella, using various web 2.0 and viral marketing activities.
- Raise awareness and the profile of Vanilla Sky within the online community.
The target audience
Internet users interested in punk and pop-punk.
The solution
Strange developed a combination of web 2.0 activities to help promote Vanilla Sky's new single and spread the band virally. The campaign consisted of seeding activities complemented by a Youtube video (also used to measure the success of the campaign).
The result
Over 174,000 users watched the music video in two weeks
- All the objectives set on the brief were met and surpassed.
- Over 174,000 users watched the Vanilla Sky’s music video over a two week period
- Vanilla Sky music video reached number 59 on the YouTube Top Favourites global community with 14,443 members
- Due to the popularity of Vanilla Sky on YouTube and the seeding of the music video in several forums and blogs, over 40,000 users visited the band’s MySpace profile over two weeks
