Campaign: Chili Box
Brief
Create a campaign about anything.
Our audience is the world.
The more viral the better.
Outline
On the 29th of November Red Hot Chili Peppers brought out a new album called ‘I'm Beside You’. It was released on Record Store day, a big day for music lovers all over the world, this is when record store see an influx of new records entering the store especially for the holiday. RHCP are a huge band and the brief was to create as much hype as possible throughout the web, we felt that a band of this size could easily create the buzz we wished for.
What's the problem
People aren't buying albums anymore, they are waiting for the album to come out and are downloading the album illegally. With this bands aren't making a huge deal about bringing out new albums, there is no fuss surrounding it.
Our Aim
Create hype and awareness for their upcoming album, it was also to make the campaign as viral as we could possibly make it. We are trying to add value to buying an album. So we are giving fans something for their money, a live show with a twist.
Target Audience
Our audience was Red Hot Chili Pepper fans, music lovers and all round potential buyers of the album.
The Idea
RHCP tour the 5 cities in the US where their album has been pre-ordered the most to drum up interest for their upcoming album.
RHCP play a 2 hour live show outside the biggest record store in that particular city, but are playing inside a sound proof box.
The idea will be in collaboration with twitter and fans can unlock the box by using the hashtag #ChiliBox. It will work on the premise of ‘reach 1000 tweets to unlock', with a countdown being displayed above the box.
There will be a social media presence, RHCP already have a massive amount of followers on Facebook and Twitter. RHCP will be creating a competition between their fellow fans. Whatever city has had the most pre-ordered albums will mean that the band will be playing in that city.
Fans will be told which cities RHCP will be playing a week after the album is available to pre-order via their website and social media sites.
The first event would be filmed, and uploaded to YouTube, to gain interest for future events. Accompanied with the trending hashtag we hope to make this campaign as viral as possible.
