Last week, PIAS Media launched a campaign with a level of personalisation that goes beyond that of standards such as Arcade Fire’s The Wilderness Downtown. For the “I Am Classic” campaign, designed to promote the new Reebok Classics range, one artist was chosen across five European territories — Labrinth for the UK (below) and Orelsan for France, for example.
After a login to a dedicated Facebook app, a personalised film is created where the user’s name, photo and friends are intertwined with footage of the acts in question, generating the illusion that you are becoming a star, just like your favourite acts. The personalisation goes so far as to show fake comments from your real Facebook friends, making the experience all the more convincing.
midemblog: How did the Reebok Classics Facebook campaign come about?
Seth Jackson: We have been talking to Reebok Classics for the last 18 months, and when they approached us about this it was the perfect fit. They were looking to create a compelling Reebok asset for their ambassadors to frame an authentic social media conversation with their fans. We were lucky enough to receive a fully open brief in terms of format, creative etc. and of the three ideas presented this was the one they chose. No other Reebok agency apart from PIAS Media was involved.
> How did you go about selecting and approaching the artists who took part?
The artists involved are Reebok ambassadors from the target territories. The response has been very enthusiastic from all of the artists.
> Who developed the app? How difficult is it to achieve that level of personalisation?
We used our good friends at Powster for the specialist tracking and development areas. The use of your real friends is determined by an algorithm which works out your most-interacted-with contacts. This really increases the ‘wow’ factor when people first see the video. Everything is done in real-time, and the personalisation and quality of tracking both for the user and for the individual artists and languages is something we are all very proud of.
> How is the campaign going so far. What are its objectives?
We only launched last week, so I don’t have much data to share; but I can say we are getting a great reaction and seeing a really high virality on social media so it is looking good. The objectives of the campaign are to really engage the artists’ communities in a compelling, Reebok-curated experience.
> How is the campaign positive for PIAS Media inparticular, and for the music industry in general?
We believe that this is some of the best work we have ever done as an agency and we are very proud to be working with a brand like Reebok and such great artists to push the evolution of this format. This campaign shows a real departure from traditional badging by brands and shows a mature, creative approach to music partnerships that can only help ensure an authentic conversation between artist, brand and fan.
Jackson will discuss this and other campaigns at a midem 2013 panel focused on the winning strategies with which musicians and labels should approach brands & agencies (January 28). More in the full conference programme, here.