Monday, June 10, 2013

Barclaycard - #BespokeBallads

UK financial provider, Barclays is getting into the offers arena and has launched a new service called Barclays Bespoke Offers for their existing account holders.  As you may have guessed their point of differentation is that the offers from both national and local merchants are bespoke for each individual.

In order to promote this new service Barclays (and their agency, Dare) have created Barclays bespoke ballads.  They've enlisted several teams of comedians and songwriters to turn people's tweet stream into songs.  Here's how it works...a user submits a tweet to #bespokeballads, the songwriters/comedians then comb through their Twitter feed and create a bespoke song based off their Twitter activity.  That video is then uploaded to the Barclays Bespoke Offers YouTube channel  Check out the intro video below.
If you want to see these in action, you can see below the #bespokeballads created for my colleague, Nathan Guerra.

As in most things, the execution is everything.  In this case, the execution is really well done.  It's another great example of providing a personalized digital artifact back to users who have taken the time to engage with the brand.  On the other hand, the personalized videos are relatively meaningless unless you know the person being serenaded, which is why it also makes sense to include influencers, celebrities or people who have a large following on Twitter.



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