In 2015, Skype wanted to leverage their music partnership with OnesToWatch to engage a new, younger audience with their brand.
Through OnesToWatch, we knew we could offer something the audience craved; closer access to the bands they love. But we needed to demonstrate Skype’s features in an authentic way that would not only capture the interest of this audience, but add value to their experience as well.
Previously we took fans On The Road and Off the Record with bands (view project here). But this year we wanted to take fans further; offering exclusive live performances through Skype for the very first time.
Responsibilities: Lead Creative | Shoot & Edit Director | Photographer
Live gigs through Skype
Each month, three lucky fans joined their favourite bands for an intimate gig through Skype. Fans dialed in and could ask the band questions before watching a live performance of album tracks played exclusively for them. The event was so personal that the fans even got to choose the set list on the Skype video call.
Irish band, Kodaline, hosted fans from three different timezones for their Skype gig. This was challenging both for the crew and the tech! But all went as planned, and the fans loved every minute.
Sharing what happened
After the gig we gave fans at home the chance to see it by sharing a highlight videos across both Skype’s and the band's social media channels.
One Take with The Devil Makes Three
Next, fans had the chance to watch American band The Devil Makes Three perform. We selected one of the tracks, voted for by online followers and shared it to our audience.
Fans also submitted Skype video messages asking The Devil Makes Three questions and we got them answers, sharing each back to them as a video response through social media.
Skype's first podcast
Each month, alongside each of the videos, we also ran a Ones To Watch Podcast with our host Jonny Hynes. Each episode we invited along a different band for an interview and live performance. The podcast featured music from several other up and coming bands in addition to the main band's tracks.
Extending our reach
When they weren’t performing through the webcam our bands were being put on the spot by fans through Skype Group Chats and Twitter parties. Thousands of fans got answers to questions during each one hour slot, and #CloserWithSkype trended worldwide.
Over the 6 month campaign we drove Skypes sponsorship of Ones to Watch through social media. Extending their reach with social panels, competitions and giveaways. Our organic reach grew too; with fans sharing their own experiences.
A few results:
By offering access like never before to the bands they love, we caused a new generation to connect and engage with Skype and its many features. Creating memories they will never forget with our brand at the centre of them.
Thanks for looking!