Fans of Tove Lo weren’t watching her new video alone: they were co-watching with complete strangers – complete with a live video feed of the other person.
Company
Universal Music Sweden
Team members involved
Eddie Persson
Ted Criborn
Christina Enestig
Malin Lindvall
Daniel Åberg
Nils Wester Litens
Philip Nyquist
Campaign breakdown
Budget: £5k – £10k
Audience demographic: 50% female / 50% male, age 15-20, global
Overview of campaign
The song Timebomb by the artist Tove Lo is about trying new things, meeting new people and that sometimes the best moments are those that pass with no strings attached. For the music video release we built a social experiment based around watching the video together with a complete stranger.
This was achieved through a campaign site which added a live video feed of someone else in the world that pressed play on the video at the same time as you did. When the music video ended only a picture remained of your time together.
In the first 48 hours, 2900 Timebomb pictures where shared all over the web. Sometimes as exiting proof that someone had watched the video with Tove Lo herself! Average time on the site was over 6 minutes, a lot longer than the music video itself.
People wanted to watch the video again and again to see whom they would match with next. And with participants from over 160 countries it could be literarily anyone! And because people watched the video through a Youtube player, every view generated revenue back to the artist.
The “We are a Timebomb” campaign turned a regular YouTube music video into a social viewing experience, increasing views and conversation. But most importantly the campaign enabled people to feel what it’s like to be a Timebomb with someone. Exactly what Tove Lo felt when she wrote the song.
Results and key learnings
Average time on the site was over 6 minutes, a lot longer than the music video it self. People wanted to watch the video again and again to see whom they would match with next. And with participants from over 160 countries it could be literarily anyone! And because people watched the video trough a Youtube player, every view generated revenue back to the artist.
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