Pharell William’s music video took a creative spin on social media syndication, extended cuts, and a campaign by establishing 24hoursofhappy.com. The initial short video is complimented by a interactive microsite that has 24 hours of the music video with multiple actors, moments, and events. A guest cameo by the minions of despicable me are also a nice touch.
What I like about this campaign is that it takes the extended cut idea a bit further. 24 hours of content is probably standard for a music video shoot, but putting it into a day of “happy” seems to fit here. The idea of a clock, and interactive experience makes being happy anytime, or the vicarious exploration of other peoples happy a valid secondary source of entertainment.
The most innovative part from my perspective though, is that ability to share moments of the footage. Few artists or companies have successfully managed to get users to share or comment on temporal pieces of art. Not only will these social moments help drive traffic to the website, thus possibly increase sales, but also allows people to become part of the campaign – the music video becomes active rather then a passive experience.
I could insert a few happy puns in here. Overall, I think this was a great multi- tierred campaign with some fantastic interactive components. I think more brands should think about multiple touch points in advertising and marketing to hit this level of engagement.