Sony Music | The Vaccines

Brief: Sony Music briefed Anomaly London to turn small indie band The Vaccines’ young and savvy fans from passive music consumers into active promoters. To not just ‘like’ – but to actively share and help grow the fanbase at home and, importantly, abroad. At the end of a promotional phase and about to go on a festival tour the band were too busy to participate in any activity and had a very small budget left.

Solution: We created the world’s first Instagram-sourced music video. Using The Vaccines’ Facebook page to launch the campaign, we asked our audience to do what they were already going to do – to take great pictures at festivals – but to tag them in Instagram with #vaccinesvideo.

Results: The campaign had three parts. A call to entries video launched before the summer’s festivals that was viewed over 45,000 times. A submission phase which gathered over 3,000 pictures on the campaign site. The final video has been viewed over 2.5m times, shared over 100,000 times on Facebook, Tweeted over 7,000 times, and generated over 40,000 new Facebook fans.

It was the 4th most talked about video on YouTube in the UK during the launch week and the 6th most liked on YouTube amongst music videos.

By using Instagram in a creative and novel way we also got some incredible media coverage. Features both in traditional and online press reaching many communities globally started with an exclusive launch onMashableBBC NewsNational Public Radio featured the call to entries video, and the final video hit the front pages of The FaderNylonMTV Brazil and Complex and was featured on Huffington PostGawkerGizmodo,NMEThe Next WebPSFKHypeBotThe Creators Project and many more.