Beer brand Tuborg has joined forces with renowned music site Pitchfork to launch an online series documenting the music scene across the world.
The Music Hunters series began on 20 May, and follows New York-based music lover Tyler as he sets off to film and tweet his journey to Belgrade, Serbia. Armed with a smartphone and a camera and backed by Pitchfork’s own video content creation team, Tyler uses Twitter, Vine, Instagram and video channels to log his exploits. The content is then distributed on Pitchfork.tv, the Music Hunters bespoke website and Tuborg’s official social media channels.
So far, Tyler has boarded Depeche Mode’s party bus after the band’s gig in May (photo) and has appeared onstage with DJ Andrej Pejicat.
The series is also open to new submissions – Pitchfork and Tuborg are seeking more Music Hunters to visit further far-flung musical fields throughout 2013.
David Karp, the founder of Tumblr, was recently interviewed in Contagious magazine, Issue 33, and defined great content as making viewers ‘want to watch five more times’. We’re not sure the Music Hunters series has this must-see status, but we see the kernel of a decent idea here.
Firstly – Tuborg has selected its media partner well. Pitchfork has more than 4 million unique views each month and therefore complements Tuborg’s broader sponsorship of music, and music events. Secondly, the chunks of content are easily-digestible five minute segments so they should appeal to people keeping up with the journey on their smartphones.
We wonder, though, if Tuborg should be adding the content to its Facebook page (which has 369,000 fans) in order to maximise interest and awareness?
This is the latest in a series of midemblog posts from Contagious Feed, a database of the most creative and effective marketing campaigns around. Contagious – a midem content partner – guides and advises brands and their agencies on competitor activity and future opportunities. More information here; and be sure to sign up for the Contagious newsletter here!