Tuborg, under the banner of its ongoing Liquid Soundtrack positioning, is invited wannabe music video directors to show what they are capable of as they compete for the opportunity to work on a collaborative music video with LA electro hop group LMFAO.
The campaign launched with a call to action commercial featuring LMFAO frontman Redfoo, encouraging fans to upload a five-minute short film to the Tuborg Facebook page.
These entries will be whittled down to a final ten (through user votes and a judging panel comprised of LMAFO and Tuborg representatives) that will compete in a 24-hour music video challenge, working in tandem with Channel 4 film producers to create a 60-second TV spot to be broadcast on Channel 4.
The ultimate winner will then go on to direct a £50,000 music video for LMFAO’s song ‘One Day’ in the US.
"For our first UK TV campaign, we set out to create something that generated excitement and interaction in an area our customers are passionate about – music," said Chris Thornhill, brand manager for Tuborg at Carlsberg UK.
Music videos are a notoriously expensive money pit and labels are increasingly eager to find ways to offset the associated costs required to develop engaging new content in an age of constant digital distraction. In addition, with music videos fighting for consumer attention amongst a constant barrage of digital media artists are also looking for ways to deliver added value around their music video exploits.
This campaign, much like The Vaccines’ recent user–generated Instagram music video, aims to turn creative production over to the fans, ensuring there is a credible level of buy in and a guaranteed audience before the video goes live.
As for Tuborg, the brand nets a association with a credible group that fits its target demographic, whilst also positioning themselves as the conduit between fan and band, bringing the two into closer creative proximity.