Skype is no stranger to music-industry integrations, but in Spring 2014 we decided to go big, giving festival-goers at Washington’s three-day Sasquatch! Festival their own chance to perform. We built the Skype Music Room, an interactive installation where you could make a video message, then send it through a processor that cut up your vid into samples, which you could trigger on a MIDI touchpad and jam for a dance-floor crowd. 

 

To promote the Music Room, we created a whole ecosystem of promotion around it, which I wrote: Stage-sized sponsorship slides, singage in and around the festival, digital banners, web presence, even messages on the official Sasquatch! app. We also shot interviews with the bands, which I supervised script for and wrote all the title cards and YouTube copy. 

 

The campaign proved a huge awareness-raiser, resulting in 3x as many e-mail signups as estimated, not to mention level-setting amounts of engagement with our videos and social posts, plus packed Music Room dance floors.