The social campaign for “25 Years” was designed to be as frantic and exciting as the video itself, acting as promo for the song as well as a recap of the event itself. Each of the pieces consists of largely unedited clips filmed by the audience during the show, all featuring the campaign’s tagline: “Filmed By You.”
The first piece features a myriad of audience members filming yours truly as I lay the groundwork for the project and hype up the crowd, cutting right before the song starts. This establishes the video’s conceit, the energy and vibe of the song, and the nature of the event itself: a ton of people screaming and having fun on a Sunday in July.
The second is a chaotic look at the video’s climax from a single perspective, giving the viewer a taste of the fun & chaos to come. The song can barely be heard beneath the audience’s cheering.
An additional element of the campaign was a series of unbroken clips that highlight the organic, unscripted moments that occurred during filming. These clips were all filmed on different cameras by different audience members, further cementing the kaleidoscopic nature of the video and instilling just a bit of FOMO in the viewer.
These clips were the basis for a full-on social ad push, being deployed in key markets across the US & Spain based on then-current streaming analytics and viewership demographics. They acted as raw introductions to Zack & his live show to potential venues, promoters, and fans.
The Impact
The song received significant playlisting & radio play, while the social ad strategy led to Zack booking shows across the US & Spain, including securing coveted festival slots.
These performance dates align 1:1 with the markets in which the ads were deployed.
