What is it?
LerBlock is a free browser plugin that replaces all tacky Christmas songs posted on Facebook with cool tunes from Radio Guerrilla, Romania's only station for alternative music.
TL;DR - LerBlock in 1 minute!
See the video presentation. Just press play!
Project Description
Context
In September 2013, Radio Guerrilla, Romania’s only alternative music station, lost its broadcasting license and went off-air and fully online. The station’s Facebook page became the main point of interaction and fans showed their support by changing their profile picture. In this context, Radio Guerrilla needed to maintain engagement and increase exposure by using the most important channel left – Facebook.
Objectives
1. Support Radio Guerrilla’s audience transition from radio broadcast to exclusive online presence
2. Promote the brand’s values and alternative style in the midst of Christmas stereotypes
2. Promote the brand’s values and alternative style in the midst of Christmas stereotypes
Strategy
Every year around Christmas, the same tacky seasonal music is overplayed by radio stations and overshared on Facebook. We called it Ler music, using a popular term that no one actually knows what it means, with the exception of a Romanian musician who signs only about it and only for Christmas.
As a Radio Guerrilla fan, you probably feel invaded by this kind of music, but what can you do? It’s posted by your friends. You can’t unfriend them.
As a Radio Guerrilla fan, you probably feel invaded by this kind of music, but what can you do? It’s posted by your friends. You can’t unfriend them.
The solution is not to unfriend, but to change the tune!
With Radio Guerrilla and LerBlock
Solution
BrandUp stepped up to the challenge and created a Christmas Facebook campaign that turns people into music stations, spreading media content from Radio Guerrilla.
The campaign was based around LerBlock, a browser extension (for Chrome, Firefox and Safari) that replaces mainstream music and tacky carols invading your Facebook newsfeed with groovy music recorded during live sessions hosted by Radio Guerrilla.
LerBlock is easy to install, runs automatically and its action is visible only in the Facebook newsfeed of the user (not by the poster or other people). Even better, there’s an Undo button to see the original post.
Results
With no budget and just 1 day of promotion
we reached 53.152 Facebook users at launch
and exceeded 1000 downloads in 1 week.
We turned a challenge into an opportunity, migrating the interaction online
Repurposed Radio Guerrilla’s media content
Increased Facebook exposure
Promoted brand values in a cluttered period
And saved quite a few friendships.
Awarded Best App in Social Media Special Mechanics @ Internetics 2014
The Logo
The Unofficial Ambassador
Stefan Hrusca, the only man who knows what Ler is.
drawing by Ecaterina Ciornîi
The Landing Page
Facebook Behavior
Seasonal music videos you don't want to see in your newsfeed are automatically replaced with random cool tunes aired by Radio Guerrilla.
The action is highlighted with the use of a branded container window.
Users can see the original post at any moment by clicking on the Undo button.
* as of January 2015, the plugin has been deactivated
LerBlock in Chrome Web Store
Christmas never sounded so good
