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Yahoo! Music "Get Your Freak On"
The growing popularity of online video-sharing and digital music created a perfect combination for Yahoo! Music to engage music enthusiasts with a one-of-a-kind promotion. Yahoo! Music created a program called "Get Your Freak On" where fans are invited to star in user-generated music videos for their favorite artists and songs.
This ongoing program has resulted in wildly popular videos for music stars like Jessica Simpson, Christina Aguilera, and 'Lil Jon, but it's the video for megastar Shakira that put this program on the map. Fans of the Colombian-born recording artist were asked to submit short, hip-shaking video clips to be included in a fans-only music video for the song "Hips Don't Lie."
After thousands of fans submitted their videos, Yahoo! and Epic took the best entries and created a video mashup that was exclusively available on Yahoo! Music. The fans-only video quickly raced to the number-one spot on Yahoo! Music, and even surpassed the popularity of the song's actual video. The user-generated music video was viewed more than one million times in the first few weeks of release, and has been seen more than 12 million times to date. At the time of the premiere of the fan-video, Shakira's actual video was #1 on Yahoo! Music, and the following week her record jumped 92 spots to become the 6th best selling album.
Yahoo! recognized the potential for this high-profile promotion to engage Yahoo! Music loyalists and spread virally throughout the Yahoo! network. The marketing team created a comprehensive campaign to kick-start the WOM nature of this promotion, including banner ads running across Yahoo, integration on Yahoo.com, and editorial placement in Yahoo! Music and within Yahoo!'s Buzz module.
Yahoo! also played close attention to Shakira's fan base and integrated the campaign on "Yahoo! En Espanol" and worked with Shakira Fan Clubs.
Credit Information
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Client: Yahoo!
Agency: N/A
Budget: $15,000
Date of Campaign: Undisclosed |
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Search Case Studies
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Before you leave, make sure you see these. |
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Webinar Library
Download podcasts, presentation decks, and watch SlideShares of WOMMA Webinars and Brand Council Webinars.
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WOM 101
Learn the art and science of creating effective marketing programs that get customers talking.
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Ethics Toolkit
The WOMMA Ethics Toolkit defines best practices, baseline rules, and asks 20 questions to help you ethically comply.
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Learn from the brands and agencies that successfully developed and measured WOM campaigns. Stand on the shoulders of these giants, use their lessons learned, and grow your WOM knowledge.
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31 Days of the Dragon
HP provided 31 HDX “Dragon” systems to 31 selected influencers for 31 days to give away to lucky readers of their sites. 31 top bloggers promoted the contest, HP, the HDX Dragon and each other, this has never happened before and it showed the collective power of a community banding together. Bloggers created and shared custom marketing materials, including a dedicated site, graphics, logos, videos and RSS feeds... more.. |
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The Atlas Solution: Stimulate the Economy, and Creating Buzz
The client is an upscale shopping center that opened just two years ago in the middle of a working class area of Queens, New York. An outdoor center, the owner found that the most difficult time of year was the post-holiday winter months. With the economy slumping in January ‘08, the Shops wanted to create something that would generate a lot of attention, speak directly to consumers concerns about the economy, and drive traffic to the center... more.. |
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