Benjamin Nourse Miller
Game & XR Production, Publishing, Design
Popstar: Reflections was the first multi-channel marketing campaign I led at Fever Content

Popstar: Reflections

Multi-Channel Marketing Campaign, 360 Video, AR Filter

Head of Creative Strategy & Production Supervisor for Fever Content
Concept through Final Delivery
5 / 2019

 

Description

Popstar: Reflections is a multi-channel transmedia marketing campaign built to promote Intellexual’s debut album and first single “Popstar”. The creative strategy centered around an innovative 360 music video that transported viewers into a modern love story told through a mirror maze of optical illusions. In the 360 VR video, a couple are invited by their reflections to journey into the memory of how they met, allowing them to fall in love all over again, see each other anew, and keep their relationship in tact. The 360 video was connected to a range of companion content including AR Filters (Snapchat & Instagram), BTS videos (Youtube), 2D canvas video (Spotify), and targeted social media posts (Twitter, FB, and Instagram).

Platforms

Youtube  / Facebook  / Spotify /  Snapchat / Instagram  / AmazeVR

Partners

Concord Records  / Fantasy Records  / Intellexual

Impact

Exceeded Fever & Concords expectations  / 40k+ views on Youtube / 73% active engagement growth on Snapchat  / 15+% follower growth on FB, Instagram, and Spotify / Chelsea Film Festival 2019  / Encounters Film Festival 2019 / The Art of Tech showcase - LA 2019

Media

360 Video  / AR Filter  / BTS Video  / Campaign Website  / Release Writeup  / Concord Partnership Announcement

 
Popstar: Reflections was the first multi-channel marketing campaign I led at Fever Content

Popstar: Reflections was the first multi-channel marketing campaign I led at Fever Content

The campaign ran for two months and included a 360 video, AR filter on Snapchat & Instagram, Spotify canvas video, BTS video, pop-up, and custom social campaign

The campaign ran for two months and included a 360 video, AR filter on Snapchat & Instagram, Spotify canvas video, BTS video, pop-up, and custom social campaign

We organically created companion content out of the 360 video and published it across Snapchat, Instagram, YouTube, Facebook, and Spotify platforms

We organically created companion content out of the 360 video and published it across Snapchat, Instagram, YouTube, Facebook, and Spotify platforms

Our multi-channel transmedia marketing approach delivered a unique and seamless experience to fans across platforms that resulted in deeper engagement and sharing than our clients had seen before

Our multi-channel transmedia marketing approach delivered a unique and seamless experience to fans across platforms that resulted in deeper engagement and sharing than our clients had seen before

We executed a strategic social media campaign that utilized actors from the 360 video, Nico & Nate from Intellexual, and Concord’s own social media teams

We executed a strategic social media campaign that utilized actors from the 360 video, Nico & Nate from Intellexual, and Concord’s own social media teams