Giving new life to one of the most iconic songs of all time, Bob Dylan’s 'Like A Rolling Stone', is no easy task. Coinciding with the release of Dylan’s box set, The Complete Album Collection Volume 1, we created an interactive music video that evokes classic American culture through the use of innovative modern technology.

In the first music video ever made for 'Like A Rolling Stone' - 47 years after its original release - viewers have the opportunity to flip through sixteen channels on a virtual television, with actors and TV personalities lip-syncing the song’s lyrics on each program. This experience allows viewers to feel that they are changing channels on a TV screen, only with a twist: no matter what channel they watch, the personalities on all sixteen archetypal channels are singing 'Like a Rolling Stone'.

This video built upon existing memories and emotions Dylan fans associate with 'Like A Rolling Stone', leading to an overwhelmingly positive consumer response.

Reactions from press outlets ranged from Slate’s 'fantastic' to Wired’s 'masterpiece'. Gawker ran the headline: “Stop reading this sentence and just watch Bob Dylan’s incredible video.” Within the first week the video garnered $17 million worth of earned media around the world and gained exposure in 58 countries. It was covered by 200 publications on the first day, including USA Today, The New York Times and NBC’s TODAY show. Viewers also shared the video over 50,000 times on Facebook and Twitter.

The site traffic, which reached an all-time high, and the consequential sales and exposure of The Complete Album Collection Volume 1, went above and beyond client expectations.

The campaign was executed by filming each of the sixteen channels individually to create the virtual television set. While the music video itself is only 4 minutes long, the experience contains over an hour of footage, and limitless iterations of the video for the viewer to explore. All 16 channels streamed simultaneously, and viewers were able to switch between them in real-time.

The entry was launched on the Bob Dylan website, without paid media, and pushed organically to media outlets to coincide with the release of the box set.