Credits: Client: Sony Music Client Contact Name: Lee Jenson, Product Manager, Columbia Records, Sony Music Agency, City: Anomaly London Creatives: Anomaly London Production Company, City: Partizan, London Director: Poppy de Villeneuve Digital Design: Keith Crawford, Head of Design, Anomaly London; Enjoythis! Digital Production Company: Rehab Studios Music title & Artist: The Vaccines, Wetsuit
After a long summer of festivals and the successful release of their first album, The Vaccines wanted to give something back to the fans.
Anomaly’s solution was to give them the chance to be part of the world’s first Instagram crowdsourced music video - capturing that epic summer of music.
Fans were asked to tag their festival Instagram pictures with #vaccinesvideo which we pulled in to vaccinesvideo.com. Launching the idea this way got both fans and wider Instagram users from over 30 countries to submit nearly 3000 pictures, collecting over 15,000 likes on the way.
We improved the crowd sourcing model, using existing infrastructure rather than needing to build something of our own. The approach enabled two launches, the idea and the result, doubling the exposure and reaching new audiences. We put the idea right amongst communities we knew would love it - the band’s fans and Instagram users. With a great director onboard we could filter the very best UGC. We changed the way a music video can be produced and launched, without losing creative quality. Fans became talent, producers, and media channels.
Debuting on Mashable.com the final video had 600,000 views in 2 weeks, 10m impressions, has been shared on Facebook over 60,000 times and has had more than 4000 Tweets, but most importantly allowed this to happen:
“@L0zzyk One of my photos is in the new @TheRealVaccines video 0:28 @katysaid @jade_roo OUR WELLIES ARE FAMOUS! vevo.ly/oabwjB #wetsuit OMG!”