The social campaign for “25 Years” was designed to be as frantic and exciting as the video itself, serving both as promotion for the song and as a recap of the event. Each piece consists largely of unedited clips filmed by audience members during the show, all featuring the campaign’s tagline: “Filmed By You.”
The first piece features a myriad of audience members filming me as I lay the groundwork for the project and hype up the crowd, cutting right before the song begins. This establishes the video’s conceit, the energy and vibe of the track, and the essence of a typical Zack Keim show: a room full of people screaming and having fun..
The second piece offers a chaotic glimpse of the video’s climax from a single perspective, giving viewers a taste of the fun and 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 highlighting the organic, unscripted moments that occurred during filming.
These clips were all captured on different cameras by different audience members, further emphasizing the kaleidoscopic nature of the video and instilling just a bit of FOMO in the viewer.
These clips formed the basis of a full-scale social ad push, deployed in key markets across the U.S. and Spain based on then-current streaming analytics and audience demographics. From that data, we identified venues worth booking and local artists worth collaborating with, enabling a hyper-targeted Instagram ad campaign. The clips served as raw introductions to Zack and his live show for potential venues, promoters, and new 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.
