Monday, February 27, 2012

Track Me

Last time I wrote about the continuing rise of personalized video response campaigns, especially around holidays or big events.  Soon after that post, Innovative Thunder, the creative team from RG/A responsible for the Cannes-winning Pay With A Tweet launched a new project called 'Track Me.'  Over the next month Innovative Thunder & the band Riot !n Paris will create songs about randomly chosen people based off their social media profiles.  Users can submit themselves for consideration on the Track Me site and new songs are posted each day.  The background for the idea is that "with all the stuff people post, tweet and put out in the Google-sphere, there is enough material to write a whole song for each of them. So we thought, why not do that?" said Leif Abraham and Christian Behrendt of Innovative Thunder.  Check out the teaser video below.

They kicked it off by creating some tracks for various celebrities to give people a sense of what to expect. Check out the one for Kate Upton below.  It's also worth checking out the tracks they've posted for the lucky people who've been selected, which are also pretty damn good.

The idea of bespoke music isn't new, but this approach and this scale is certainly ambitious.  I especially like the fact that those people selected will have something tangible in the form of a personalized track that lasts long after the experiment ends.  It'll be interesting to see if any advertisers piggyback off this idea like they did with Pay With A Tweet.

Supporting Articles: Creativity | CoCreate