Before any of you start reading this blog, I have one question for you to answer.
Are you Happy?
If your answer is Yes, listen to the music below.
If your answer is No, same thing, I suggest you to listen to the music below.
I believe that most of you know this song really well. However, I would like to ask all of you one more question.
How did you know this song?
Your answers may vary. You may have heard it from the movie, Despicable me 2, radio station, music channel, restaurant, and also from Youtube.
What interesting about this song is that it just won Cyber Grand Prix at the Cannes Lions International Festival of Creativity conference in France. Pharrell Williams, composer, producer, and singer of this song, wanted to launch his single in a different way as well as to create user experience through this song with hope to create a happier world.
A twenty-four hour interactive video featuring over 300 people dancing in Pharrell’s Happy song was created and uploaded on 24hoursofhappy.com website. Furthermore, twenty-four hour of Pharrell’s performance for the same song was uploaded on Youtube.
There were currently over 10 million viewers enjoying the interactive experience on the website with an average time of 6 minutes and the music video on youtube were seen more than 200 million times. Moreover, the sell of the track increased from 50,000 to 7 million copies in few weeks after the campaign launched.
The videos became viral causing people around the world wanting to share their own video. wearehappyfrom.com was created to serve people who want to share the video. So far, 1950 videos from 153 countries has been shared on the website.
This campaign has become a phenomenon. I always hear this song along the streets, in coffee shops and restaurants across the city. People know and are able to sing this song. More importantly, this campaign has created a huge power of consumer engagement. It has transformed a music into an engagement tool. Music has become a bridge between consumers and the campaign. I love the idea of this campaign. It is very simple, which I learned from many campaigns that consumers want the message to be easy to understand, to enjoy and the process to participate the activity is not too complicated.
- Cannes Lions 2014. (2014). Cannes lions 2014: Cyber grand prix. Retrieved 06/22, 2014, Retrieved from http://winners.canneslions.com/2014/interactive/entry.cfm?entryid=12202&award=1
- Williams, P. (2013). 24 hours of happy. Retrieved 06/22, 2014, Retrieved from http://24hoursofhappy.com
- Fersing, J., & Fontaine, L. (2013). We are happy from. Retrieved 06/22, 2014, Retrieved from http://wearehappyfrom.com