Brief Explanation

OK Go wanted to created a 'collaborative music video' supported by a sponsor company to promote their new album 'Hungry Ghosts'.

The Brief

OK Go is an American alternative rock band originally from Chicago, Illinois, now based in Los Angeles, California. They are known for their often quirky and elaborate music videos.

How the final design was conceived

The entire video was filmed in one continuous shot with a drone from 0 meters to 700 meters above ground. The mass-game performance by the band and dancers formed the big typography expression on the ground. The microsite provided the making-of and an interactive video which allowed users to design their own mass game. The sequential launches kept the campaign viral for a long period of time.

Indication of how successful the outcome was in the market

Only 10 hours after the launch, the video reached 1 million views, and in 6 days, it reached over 10 million. Now it counts over 20 million views. Since the launch, the page views of the campaign website reached 241,000, the unique users counted to 211,000, and over 62,000 user-generated videos have been created so far.