As developers of branded entertainment, we have a wide variety of options at our disposal to shape into content that (we hope) will connect with consumers. Music, is an elastic medium that, thanks to the advances of digital distribution, can be enjoyed everywhere, works on its own or in support of other media and given its nature, evokes an enormous emotional response.
For brand advertising, we’ve all heard original jingles and more recently, popular songs of the rock and soul eras that have resurfaced as soundtracks to some of our best loved TV commercials.
Today, brands want to find authentic ways of engaging their consumer communities and are partnering with artists who (as brands themselves) have aligned views. We were in Los Angeles this past Grammy weekend working on such a project with Estelle, whose vibrant and female-centric attitude has found a home in the world of Crystal Light.
The brand’s message is centered on women celebrating their spirit, so Estelle found it easy to tap into her own vision in writing “Star,” and in doing so, captured the essence of Crystal Light for its new campaign.
What did that look like over Grammys weekend?
There was Estelle leaving her rehearsals with Kanye and coming to the Grammy Style Studio in Hollywood to demonstrate her embrace of the real aspirations that the song preaches. While there, she was interviewed by MSN’s Wonderwall, and enjoyed a “Starlight” cocktail at the Crystal Light refreshment bar. The next day she graced the red carpet as a double nominee and was interviewed by E!‘s Juliana Depandi about American Boy, how she met John Legend, and her partnership with Crystal Light (click here to see the video). During the broadcast, Crystal Light’s TV spot featuring “Star” ran, offering a free download of the exclusive song. The combined elements elevated the brand in an exciting, fresh way and made it relevant in the context of the music, using Grammy music and style coverage as an ad-hoc delivery system.
Sunday evening ended on a high note when Estelle won her first Grammy for Best Sung/Rap Collaboration.
We’re glad we were there to be part of it.
Meg and Rich / Peace Out.
Update 2/18/09
Wonderwall also had an exclusive interview with Estelle at the 2009 Grammy Style Suites, which featured a Crystal Light bar that served their signature Startini cocktails.
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