Cannes Lions

Crazy Good Summer Music Program

UNIVERSAL MUSIC GROUP, New York / KELLOGG'S / 2016

Case Film
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Overview

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Credits

Overview

Description

The partner sought to connect the brand to its teen audience by bringing together three artists to record and perform an original song that embodies the core attributes of the brand: fun, crazy, cool, and original.

Execution

The song, “Sorry To Interrupt,” was composed and performed by international recording artist and platinum-selling singer, Jessie J, along with R&B songstress Jhené Aiko, and British rock band newcomers, Rixton. The diversity in genre and artistry produced a compelling narrative of the creative process as well as a look into each artist’s musical background and influences.

Each episode of the series was released weekly, giving fans incentive to return to the campaign’s microsite. Strategically timed social posts, press interviews, and exclusive content cut-downs were sprinkled throughout the distribution process to keep the momentum strong.

The summer culminated in two live concerts with all three artists performing the original song for fans in San Francisco and New York City. Fans were also treated to a live meet and greet at the brand’s selected retailers where the product starred alongside the artists.

Outcome

The Crazy Good Summer artist series was viewed over 6 million times across content channels.

The song “Sorry To Interrupt,” garnered over 12.7 million impressions and 1.3 million song plays within the short three-month program.

Total program drove 471 million impressions over a 15-week period.

Crazy Good Summer content on Twitter drove engagement rates 4X greater than category averages.

Public Relations efforts generated more than 393 million media impressions.

The three featured artists drove +700K incremental brand engagements.

Concert activations delivered strong organic social buzz with #CrazyGoodSumer trending on Twitter during the New York City concert.

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