|Title||ONE PHONE, ONE INSTRUMENT TRACK, & ONE BAND|
|Product / Service||BEVERAGE, BEER|
|Category||A04. Use of Licensed or Adapted Music|
|Entrant||RELOAD Shanghai, CHINA|
|Idea Creation||RELOAD Shanghai, CHINA|
|Production||RELOAD Shanghai, CHINA|
|Road Zhang||RELOAD||Chief Executive Officer|
|Sunny Lai||RELOAD||Executive Creative Director|
|Joe Lim||RELOAD||Associate Creative Director|
|Daniel Mei||RELOAD||Strategy Manager|
|Lucy Song||RELOAD||Account Director|
|Cady Cao||RELOAD||Account Manager|
|Amber Chen||RELOAD||Account Executive|
We wanted people to reconnect and have a truly enjoyable gathering by disconnecting from their daily technological invasion - the mobile phone. Therefore, we designed a multiple-screen interactive social experience that gives users the chance to use their phones to collaborate with each other and play music from a selection of 10 musical instruments, thereby creating the concept of playing a song together as a band where users can put down their phones and ‘Live In The Moment’ with friends again.
We put together a band of musicians with 10 different instruments and composed a 10-track instrumental Corona song. The tracks are composed so the song can be beautifully and harmoniously played by any combination of instruments(track) selected and even any number of players up to 10. In this mobile engagement, each phone selects one instrument to play the track, before the user sets the phone down. Each group could even share the music they put together on their social mobile network –WECHAT. We integrated social media, occasion-based interaction social experience and EC promotion by influencers to create social buzz that lead the discussion of “friends’ gathering” on social network. Together with EC promotion and attractive prizes, this interaction social experience stimulating the UGC to be published in online and offline media to elevate Corona’s brand ideal and sales performance.
It has accumulated over 52 million social impressions with 37,682 engagements in less than 3 weeks. This WECHAT social engagement increased sales by 1200% compared to last year.
We put together a band of musicians with 10 different instruments and composed a 10-track instrumental Corona song. The tracks are composed so the song can be beautifully and harmoniously played by any combination of instruments(track) selected and even any number of players up to 10.
Usually most people choose to gather with friends after first few days of Chinese New Year with family. But sadly, most of the gatherings are boring and routine. Therefore, Corona would like to take this perfect opportunity to introduce brand belief and provide an innovative way for “friends’ gathering” in reality, to bring out the relevance connection in between Corona and Chinese New Year with this interaction social experience. We integrate traditional and digital marketing through modern social medias such as wechat, weibo, livestreaming applications, and video sites. Using influencers to amplify the brand awareness and boost up content marketing efforts with social entertainment engagement that convert consumers to earn free media.