George Ezra isn’t a wally, but this fun campaign for the musician took its inspiration from the Where’s Wally books.
Note, the text below was supplied by the team behind the campaign.
Company
Columbia Records UK
Team members involved
Edd Blower – Senior Digital Marketing Manager Lauren Fitzgerald – Channel Manager Alex Eden-Smith – Senior Marketing Manager Terrence Summerbell – Digital Creative
Campaign breakdown
Budget: £2k – £5k
Audience demographic: 70% female / 30% male, age 13-55, global
Overview of campaign
Throughout the George Ezra campaign we have launched mini websites – one for Ezra Express and another that developed over time called IsGeorgeEzrasAlbumOutYet.com.
To book end the ‘Wanted On Voyage’ album campaign we wanted to create one more mini site – and taking inspiration from the Barcelona video, we worked on a Where’s Wally-style game for George’s fans.
The illustration is littered with in-jokes that people will understand if they follow George on his social media accounts, but it also works on a more superficial level – if you were a newer fan and you’ve only watched one or 2 of his official video, for example.
It contains characters and locations from throughout George’s Wanted On Voyage project such as Gallimaufry – the pub where George did his Bristol residencies in the earliest stages of the campaign; The Ezra Express Scenarios and characters from all of his music videos; Characters from the album art; His own Family members; His manager; and producer of his album.
The overall aim was to engage the fanbase, and to reward people who’ve been there from the start. If you collect all the characters you are then able to win signed and personalised copies of the art print.
Results and key learnings
George’s engagement on Facebook quadrupled around this activity: 15k website pageviews over the campaign; 30% completed the game; 40% of those completions resulted in 2k new email signups; And fans loved it.
Links and extra info
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