KATY PERRY ANDCAM
How do big brands become bigger? By allowing people to touch them. By inviting them to be part of the brand narrative and have an emotional stake in them.
With more than 50 million Twitter followers, very few brands are as big as Katy Perry. Here’s how we helped her not just do a massively YouTube-ed music video for her latest #1 song “Dark Horse” but got her fans to experience, engage and interact with it in a fresh, new way.
We built a gateway for them to enter Katy’s “Dark Horse” world, explore its various aspects and express their own interpretations of that world along with Katy via a collaborative, art-based mobile app called AndCam.
This CASE STUDY VIDEO narrates how the entire project rolled. Katy’s “Dark Horse” music video. Cams on AndCam with art offered from different parts of the video. Katy tweeting the Cams one by one to her 50 million plus fans around the Valentine’s Day period. Simultaneous releases of the music video trailer and a limited edition poster as a Valentine’s Day gift from Katy. Fans interacting and engaging with the Cams, sharing their “Dark Horse” pops with their friends and Katy. And Katy herself retweeting her favorites.
Specially created CAMS on AndCam. &DarkHorseCam, &DarkHorseLyricCam, &PoseLikeJiffCam, &KatyCatCam, &DarkHorseGemCam, &KatyPatraCam.
Katy Perry releasing the Cams on TWITTER and FACEBOOK to her fans, over a week-long period leading to the release of her music video.
AndCam app download (linked to iTunes) on Katy Perry’s WEBSITE.
Simultaneous release of the “Dark Horse” MUSIC VIDEO TRAILER.
Limited edition “Dark Horse” POSTER tweeted as a gif by
Katy to her fans (whom she affectionately calls Katy Kats)
on Valentine’s Day.
My own involvement as a Katy Kat…a selection of pops from my BOMBAYDUCK @KATYPERRY ANDCAM POPFOLIO. (No, Katy didn’t retweet any of these. Her loss☺)
and from the snow shall they rise #katycats #katyperry #darkhorse made by bombayduck &KatyCatCam on #AndCam
#lookwhatidid #katycats #darkhorse #katyperry made by bombayduck &KatyCatCam on #AndCam
there they come #katycats #katyperry #darkhorse made by bombayduck &KatyCatCam on #AndCam
#welcome #darkhorse #katyperry made by bombayduck &DarkHorseCam on #AndCam
#nogoingback #darkhorse #katyperry made by bombayduck &DarkHorseLyricCam on #AndCam
#hoops #valentine #darkhorse #katyperry made by bombayduck &DarkHorseCam on #AndCam
#wingsoffire #katyperry #darkhorse made by bombayduck &DarkHorseLyricCam on #AndCam
what are you falling for #katyperry #darkhorse #comingsoon made by bombayduck &DarkHorseLyricCam on #AndCam
walk like you are in memphis eygpt #katyperry #darkhorse #comingsoon made by bombayduck &DarkHorseCam on #AndCam
And a UGC VIDEO featuring a cross section of how some of Katy’s 50 million plus followers who popped her music video.