Cannes Lions

LIVE EARTH EVENT

Y&R CHICAGO, Chicago / LIVE EARTH / 2007

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Overview

Entries

Credits

Overview

Description

To generate buzz and awareness of S.O.S/Live Earth: The Concerts for a Climate in Crisis, we asked 'legendary' fake rock band Spinal Tap to reunite for a web film.After its premiere at the Tribeca Film Festival, the 15-minute film was hosted at www.liveearth.msn.com.It can now be seen at www.sosreunion.com.The film created enormous buzz for the Live Earth concerts. The phrase 'Spinal Tap + Live Earth' generated 861,000 search results on Google, as basically every media outlet on earth reported on the reunion and the concert.In other words, a fake rock band did some real good.login: SOSpassword: reunion

Execution

The promotion consisted of a 15-minute film (hosted at www.liveearth.msn) that showed the band getting back together, which premiered at the Tribeca Film Festival. A shorter 4-minute version was also posted on You Tube. In addition, Spinal Tap will play at the Live Earth concert at Wembley Stadium on July 7, 2007. The band is also recording a global warming-themed song “Warmer than Hell.”

Outcome

The promotion generated massive buzz and awareness of the Live Earth concerts. The phrase “Spinal Tap + Live Earth” generated 861,000 search results on Google mere days after being posted, as basically every media outlet reported on the reunion and the concert. In other words, a fakerock band did some real good.

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