Because this project was hosted online in the USA, there were no significant regulations or restrictions imposed on the project.

Sony planned to release a box set containing all of Bob Dylan’s recorded songs, and wanted the attention of Dylan fans worldwide. Because Dylan fans have such a strong pre-existing relationship with his music, creating the first ever music video for one of the greatest rock songs of all time, 'Like A Rolling Stone', was the perfect attention-grabber. The challenge was envisioning a project that stood on its own as a work of art, added depth to the already meaningful song, and promoted the box set.

Coinciding with the release of The Complete Album Collection Volume 1, we created an interactive music video that evokes classic American culture through the use of innovative modern technology. The concept was to recreate an icon as culturally relevant as Bob Dylan - the television set. This virtual TV experience allows the viewers to feel they are changing channels on a TV screen, only with a twist: no matter what channel is being watched, the personalities on all sixteen archetypal channels are lip-syncing 'Like a Rolling Stone'.

While the TV programs look like something a viewer might find during passive channel surfing, each station was filmed explicitly for this music video with TV personalities mouthing the words to 'Like A Rolling Stone'. All of the footage streamed simultaneously and allowed the user to 'real-time switch' between channels.

Too often, branded entertainment pushes a message on the viewer, rather than letting the audience engage in a meaningful way. Because so many people already love Bob Dylan’s music, this campaign needed to add new depth to viewers existing relationship with Dylan. We achieved this by allowing the viewers to actually interact with his music. By creating 16 virtual TV channels, each with TV personalities mouthing the words to 'Like A Rolling Stone', viewers could find their own personal meaning and create countless iterations of the interactive music video.

Following the initial media push—targeted to online only—the reach extended to multiple mediums, including traditional print and television. 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.”

During the first day, the video was viewed 1.5 million times and over 200 global media publications covered the project, including USA Today, The New York Times and NBC’s TODAY show. The video garnered $17 million worth of earned media around the world and gained exposure in 58 countries during the first week. With no paid media, this video achieved the marketing and business goals of the campaign, including the accolades of “Best Music Marketing of 2013” by The Huffington Post, as well as the “Top Music Video of 2013” by Time Magazine. Consumers additionally showed their connection to the video by sharing it over 50,000 times on Facebook and Twitter.