The Drum Awards for Marketing - Extended Deadline

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By The Drum, Editorial

April 30, 2014 | 2 min read

Following hot on the heels of brands such as Red Bull and Lynx, which are both looking to the final frontier to build their brands, energy drink brand Emerge is offering its fans the chance to get their face in space.

Boutique design agency, The Late Night Salon, has worked closely with Emerge energy drinks to create an engaging and truly social campaign, appointing social video specialists, RedPill, in the process.

The social video sees a Napoleon Dynamite-esque character hitching a lift to space on a bunch of balloons, floating up into the clouds to the smooth sounds of ‘The Joker’ by The Steve Miller Band. The mechanic is designed to get people to visit their app, upload a selfie and the winning face will be sent stratospheric for all their mates, and the world, to see, hence #YourFaceInSpace.

Emerge’s brand manager, Calli O'Brien, said: “This really is an out of this world opportunity to send your face into space. We might not be able to take your whole body there, but in a ‘selfie’ society it’s really the face that counts anyway! We’re calling for the nation’s wannabe heroes to come forward and take part in a one-off trip of a lifetime.”

Creative director at social video specialists Redpill, Liam Corrigan, said: “The video is delivering a fantastic view to share ratio courtesy of significant uptake from bloggers and YouTube influencers in the fields of entertainment, music and extreme sports. And Emerge’s target audience are actively engaging with it to enter the competition. It’s genuinely social content - and probably the closest most people will ever get to becoming an astronaut!