Sony Music: Make It Metal

Happy Valentines Day everyone! This week I’m giving the love to Ogilvy again for their extremely thought-out and experimental campaign Make It Metal. The campaign was used to introduce the new EP Freedom by Crossfaith, a heavy metal band from Osaka, Japan.

I stumbled across this campaign last week when I was looking into the Boots Opticians’ Find Your Feel Good Frames campaign and I just had to write about it for my Valentines Day post. It wasn’t just because this campaign is a great example of catering to your audience in a new, experimental way but because I’m a fan of Crossfaith, I’ve seen them live and I just love music. Even if you’re not a heavy metal fan I’m sure you can appreciate the genius of this campaign.

With so many albums and singles being released now how do you get your album heard above the noise? This is the problem that Ogilvy had to solve when Sony Music approached them to release Crossfaith’s album Freedom. Ogilvy looked at Crossfaith’s audience to see what they like, how they could engage with them on a personal level. The answer was head banging.

A micro site was created to give away Freedom’s first single Diavolos. Yes give away as in free! The catch was fans had to headbang to the full song, stop and the song stopped too. To know when fans were head banging Ogilvy utilised a motion tracking software called Optical flow adjusting it’s sensitivity to track the head banging movement.

This head banging activated experience lasted almost 4 minutes! Fans weren’t just rewarded for all their hard work with the track though. At the end they were also presented with personalised artwork of their own head banging motion. Pretty cool right?

This experimental launch really paid off too with fans sharing their personalised artwork all over social media. 20, 000 fans engaging with the micro site in the first few hours in over 100 countries drew the attention of press from all over the world. Ogilvy really shows us the importance of knowing your audience and taking risks to be seen.

I hope you have enjoyed my brief look into Sony Music’s experimental campaign Make it Metal. As always, I would love to see your comments below and I’m always up for a discussion on any of my blog topics if you want to drop me a message via LinkedIn or Instagram.

Featured image courtesy of Ads of the World.


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