News? No. It’s pretty clear by now that this “band” is really a quartet of creative minds… that happen to know how to make music. Their musical success has catapulted them into the limelight enough for them to earn support for all these crazy wacky projects, and god bless ‘em for it!
Maybe not. But that’s not what I’m here for anyway.
This video itself is such an amazing piece of branded entertainment. Perfectly mutualistic in nature, the brand reaching its target virally and the band getting to make something that would’ve been too expensive without a sponsor. I love that they incorporated the chevy car into the content too, they totally didn’t have to. Any brand should kill just to have their name on something like this. The band making such an adjustment into making of this video (think about the engineering, their own band’s branding) to accomodate Chevy adds an extra layer of my respect for them for really believing in what they’re doing.
But wait, there’s more.
The project, is called SuperBowl Sunday OkGo Getting/Needing Extravaplan. The plan features a halftime spot to introduce the video, with the members of band OkGo flying over an obstacle course in a car, to the catchy tune of “we are young,” by a band called fun. Catchy song, flipping car, promote video. Not a bad way to target superbowl watchers? (If you watch this spot online, an overlay that says “like this song?” with a link to buy it pops up, not bad publicity for the band, either?) The second part of the plan is the video you watched. After the game, happy sad faces, and cut to a video everyone will be talking about for the next week.
I would kill to be any part of something like this. What a great strategy, I wonder what mind put that together.This is the kind of thing that makes me passionate about what I do. Advertising is great but people don’t buy it when you don’t disguise it a little. Being able to still work branded entertainment out to form such a fantastic mutual relationship is also a feat in itself.
I guess we’ll see how the results end up being. I don’t wanna jinx it by speaking too soon. Maybe having it after the game will backfire cause everyone will turn their TVs off? I’m off to tune in, halftime should be starting soon.
