The initial brief for this project was extremely open; design an experience that will grab the attention of Bob Dylan fans worldwide, celebrate Dylan’s career, and drive traffic to his website. The experience had to be groundbreaking. It had to have depth and feel poetic, standing as a self-contained work of art.

The key strategy was to build upon the strong pre-existing relationship between Dylan and his fans. We decided that the experience would center on the first ever music video for Bob Dylan’s 'Like A Rolling Stone'.

In this video, 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. There is nothing more classic than an old TV set, yet there is inherent irony in this medium living on the Internet. Dylan constantly explores cultural irony in his music, which further inspired the concept. The interactive technology allowed each viewer to create his or her own unique version of the video, creating an experience similar to Dylan fans finding individual meaning in his songs.

The creative solution was a project that both stood on its own as a work of art, added depth to the already meaningful song, and promoted a new box set, The Complete Album Collection Volume 1, on the Dylan website. The key objective was to create a video that both evoked classic American and Dylan culture, but also incorporated modern technology in a beautiful and creative way. The desired outcome was to increase awareness surrounding the box set among Dylan fans, and that those who watched the video would engage with it more than the average music video.

The video garnered $17 million worth of earned media in 58 countries during the first week. With no paid media, this video achieved the marketing and business goals of the campaign and was named 'Best Music Marketing of 2013' by The Huffington Post. Sony wanted to reach Bob Dylan fans worldwide, and within 24 hours of the launch over 200 global media channels had celebrated this video. Consumers were enraptured by the video and shared it more than 50,000 times on Twitter and Facebook. Web traffic to the Dylan site and the box-set landing page reach an all-time high.