Wednesday marks the official relaunch of Myspace, and the once-dominant social media property has invested in a $20 million ad campaign to reintroduce itself to the masses.
The campaign will run across broadcast, cable, radio and digital properties—a marketing push that might be necessary to reach consumers who are already busy on the myriad other social platforms available.
What sets Myspace apart from other social networks, according to Specific Media CEO Tim Vanderhook and COO Chris Vanderhook, (Specific Media bought the site in 2011) is its focus on creative individuals. Myspace's focus is music, but the Vanderhook brothers argued that the site goes beyond tunes to encompass all the creatives involved in the process, including songwriters, photographers and music video directors.
Myspace released to Adweek two spots that are part of the ad campaign. A 90-second spot, which will run on broadcast and cable, shows young hipsters dancing, smashing instruments, skateboarding and the like. It will be cut down to 30- and 15-second clips. The ad stars actually creative people who have a presence on Myspace, and a few notable figures make an appearance, including Pharrell, Santigold and Mac Miller.
"We really wanted to really represent the people that make this brand," said Christian Parkes, head of marketing at Myspace. "Because it's not us in this room—we're the guys behind the scenes. But it's really about the community. The tone and spirit … it's irreverent, slightly anarchistic, that's the tone and the attitude and the feeling."
Watch the first spot:
A 30-second spot, which will run on digital, features the singer/songwriter/model Sky Ferreira and showcases the user experience of the new Myspace.
Watch the second spot:
The TV campaign will run for seven weeks and the digital campaign will run beyond the end of the summer, according to Parkes.
Justin Timberlake, who came on as an investor when News Corp. sold Myspace in 2011, tweeted out news of the relaunched site on Wednesday. Myspace has had a roller coaster ride over the years, and chief creative officer Keith Tilford acknowledged the company has an "existing brand issue" today.
"I think we have a lot to prove to people, and we really just want to show that when Justin set the tone for what was going to happen here a year ago, it's coming to fruition today," he said.