Goodby Silverstein & Partners launched an interactive multi-screen music video for the release of Atlanta-based hip-hop duo Rae Sremmurd’s “Over Here” which also promotes Doritos.
The Doritos branding is actually pretty hands-off. In the demo video (above), it’s limited to a few strategically placed chips and a “Powered by Doritos” message at its conclusion, as viewers are directed to overhere.tv for the full experience. GS&P teamed up with Triggr & Bloom’s director James Larese, digital creative production company MediaMonks, Interscope Records, Rae Sremmurd and producer Mike Will for the stunt, which just launched today. Doritos, which functions more as a sponsor than anything else, clearly hopes to gain attention from a young crowd via the association. But will people actually bother to engage with the multi-screen concept? And will anyone actually buy a bag of Doritos as a result of the gimmick?
“We wanted to create a music experience that brought people together, like a concert,” explained Todd Porter, GS&P executive producer, experiential production and music supervisor.”From there, the idea of the multi–screen music video was born, and we were lucky to get so many great partners on board.”
“Creating the first-ever multi-device, interactive video was a great challenge,” added MediaMonks Los Angeles managing director Fredrik Frizell. “Just think of syncing a video across an infinite number of screens, with a myriad of extra treats and Easter eggs for fans to explore, and the result is something out of this world.
Credits:
Ad Agency: Goodby Silverstein & Partners
Co-Chairman: Jeff Goodby, Rich Silverstein
Executive Creative Director: Margaret Johnson
Creative Director: Adam Reeves
Art Director: Kyle Lamb
Copywriter: Kurt Mills
Designer: Todd King
Director of Account Management: Brian McPherson
Account Director: Becca Morris
Account Director: Theo Abel
Account Manager: Casey O’Brien
Assistant Account Manager: Zack Pianko
Director of Experiential/Music Supervisor: Todd Porter
Executive Interactive Producer: Margaret Brett-Kearns
Interactive Producer: Bud Johnston, Austin Kim
Content Producer: Isaak Le
Business Affairs Manager: Chrissy Shearer
Brand Strategist: Etienne Ma
Music: Rae Sremmurd
Digital Production Company: MediaMonks
Executive Producer: Fredrik Frizell
Creative Director: Sam Smith
Technical Director: Ola Björling
Producer: Kelsey Reddicks
UX/Interactive Design: Tage Winberg
Developer: Jin Kim, Mattias Hedman
Live Action Production Company: Triggr&Bloom
Director: James Larese
Executive Producer: Monica Blackburn
Producer: Cisco Newman
Director of Photography: Sing Howe Yam
M Squared Productions
Audio Engineer: Mark Pitchford
Executive Producer Sara Benedict