Using music in marketing to promote a brand is nothing new, but with User-Generated Content, it rises to the next level and takes it to an experience. Here are three brands that successfully incorporated music and user submitted work to create a fantastic branding campaign.
1. Independent Lens – Don’t Stop Believin’
Independent Lens asked their fans to send in clips of themselves singing Journey’s “Don’t Stop Believin’” for a competition where the winner would become the front man of the band. This brand engagement strategy gave the Independent Lens customers, and potential customers, an empowering opportunity to have fun and essentially audition for the role of “Lead Singer”. The customer that won, Filipino Arnel Pineda, has remained the front man of Journey since his 2007 Independent Lens audition.
As a result of this stunt, Independent Lens has been given all the credit for Journey’s revival, giving them increase customer engagement and, of course, the gift of music.
2. Wendy’s Pretzel Bacon Cheeseburger Love Songs
Wendy’s has created something truly special with their customer’s tweets. When the shake and hotdog giant introduced a new cheeseburger, they didn’t expect the downpour of adoration they got from their loyal customers online. Thankfully, some fast thinking marketing guru quickly turned the declarations of love for the new burgers into hilarious marketing music skits and boosted the brand engagement. Take a look at this one, featuring Nick Lachey.
3. Heineken and the New York Subway Symphony
Another great innovator of music marketing and user-generated content is Heineken, a brand engagement strategy that teamed up with musician James Murphy in an attempt to inject some music into the lives of subway users in New York City.
Although the MTA finally gave thumbs down to the idea, Heineken achieved a great deal with their campaign, although this didn’t happen by accident. By intentionally keeping the video under a minute long, it was perfect for Facebook advertising, and racked up over 7 million views. Not bad for a 60 second video.
If you are looking for ways to increase your brand awareness, bring music along into the mix. And when your audience provides you with the music while engaging with your brand, what you end up with is less of a sales pitch, and more of a customer experience. In brand marketing, it is the experience that is the #powerofmusic.
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