After years of success,
there comes a time when some people can just start doing whatever they want. Pharell
Williams is one of those people, although despite how many years have past, he
still puts passion and innovation to his work to break the boundaries.
Just today, I shared on
Twitter this article which first lesson to become socially engaged is to “dothings differently”. Well, Pharell has (and lets considerate him as a brand).
He launched the first
24-hour-long music video. And anyone would think “what the heck for?” No matter
his reasons, the video made it to every news channel, just for being the first
of his kind.
It is not on YouTube, but
it’s own platform called 24hoursofhappy (“Happy” is the performed song by the
way).
This means:
Direct clicks
What every brand wants.
People are actually going in to this page designed exclusively to showcase
Pharell’s new idea. If he made a bet with any brand to prove he could make it
and get those direct clicks, he won.
Impact
You must have seen it in the
news. Everywhere. Shared by your friends. And now in this blog. I bet, if you
haven’t; now you want to see it.
“Shareability”
That 24-hours-long doesn’t
mean you can share it. Actually, Pharell thought about this strategically, and
the platform is designed so that you can share just your favorite part.
Viral and catchy
The tune gets deep in your
subconscious. I’m sure that if you see the whole video, not at once but a few
hours at the time, you’ll easily learn the whole Happy song that is constantly
repeated along.
I read in “The Guardian”
that by the end of the video Pharell has exhorted the viewer to “clap along”
8,640 times (would this involve a subliminal message?).
A little influencers help
The video also involves the
appearances of some celebrities like Magic Johnson, Odd Future, Jimmy Kimmel
and Steve Carell.
In the end I think I
shouldn’t ask what’s your favorite part of Pharell’s new video, but what’s your
favorite “time”?
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