Ever dreamed of what it’s like to be your favourite musician and of experiencing a slice of their life? Well MasterCard’s BRIT Awards 2013 activation offers you just such a chance through its ‘Priceless Remake’ campaign.
Become Rita Ora, Delilah or Conor Maynard for a day by stepping in to their shoes and reshooting one of their music videos. Competition winners play the starring singing role, supported by professional dancers and a full production crew on a set that mirrors the original version. The result will be screened as idents during the commercial breaks at this year’s ceremony.
Furthermore, the campaign gives entrants a chance to meet their chosen artists. Pop stars Ora, Maynard and Delilah front MasterCard’s 2013 BRITs initiative – the 15th year that the payments brand has sponsored the UK’s highest profile music industry awards. All three musician MasterCard ambassadors will also perform their own exclusive concerts for MasterCard customers later in 2013.
The Priceless Remakes campaign, which launched on 7 January, offer cardholders the chance to star in a remade music video which will be broadcast on ITV on BRITs night (20 February).
To enter, cardholder fans are invited to shoot their own clip of themselves recreating a music video by one of the three stars and upload it to the dedicated campaign website at www.Somethingforthefans.co.uk.
Three winning videos will then be selected by the featured artists themselves and the winners will then be invited to star in ‘Priceless Remakes’.
As well as TV idents, the campaign (developed by McCann London), also includes print, outdoor, digital and social media activity – plus promotion through the three artists’ own Twitter and Facebook channels.
Comment:
This campaign follows last year’s initiative which offered the chance to duet with artists like JLS and Emeli Sande – which also ran under the ‘Something For the Fans’ strapline.
Both provide a unique, participatory consumer musical experience with a BRITs star that resulted in consumer-created content that formed the heart of the campaign’s creative executions.
This year’s variation continues 2012’s approach of bringing fans together with artists in a relevant music-led way which is unique and exciting, but which also leads to creative content and aligns with the brand’s umbrella ‘priceless’ experience strategy.
Links
Campaign Website
http://www.somethingforthefans.co.uk/Desktop
Promotional Online Film (Rita Ora) – YouTube
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