The Guardian has selected global media agency We Are social as the agency to amplify its Six Songs of Me project – a venture described as a ‘unique celebration of the musical bookmarks that have shaped peoples’ lives’.
We Are Social’s brief was to ‘drive a diverse range of participation in the ten-week campaign by music fans across a broad range of musical tastes’. The main branch of the activity has involved music and lifestyle bloggers, who have been asked to choose their own six personal songs. These bloggers will then be able to offer their readers the chance to win these choices on original vinyl along with a portable turntable.
By asking followers taking part in the bloggers’ competition to create a Six Songs of Me playlist it is hoped traffic will be driven to the microsite.
A follow up campaign is due to be launched In September which will focus on the results of this initial activity.
Charlene Prempeh, head of digital marketing from the Guardian said: “This is a really enjoyable campaign to be involved in and it’s great to hear how different people’s experiences and emotions are when it comes to music. The work We Are Social is doing will help drive the activity forward amongst bloggers and their followers; an essential demographic for this campaign.”
Seb Robert, account director at We Are Social, added: “Music often conjures up strong feelings - I’m sure this campaign will take a few people on an exciting stroll down memory lane. The Guardian is known for its eclectic music coverage so this campaign is a great fit for them. The activity will resonate with the paper’s target audience and we hope that people will really get involved and share their musical experiences with the rest of the world.”