Campaign: MTV Targets Millennials With #Get808

SHARE
THIS



MTV Australia has rolled out #Get808 a marketing campaign to generate awareness for MTV Music channel 808 which is now available to all Foxtel subscribers.

Teaming up with Sydney based creative agency The Royals, the teaser campaign was executed over two weeks across Sydney and Melbourne, leading up to the reveal event which took place at the MTV headquarters in Sydney.

The objective of the campaign was to create a subversive, alternative media brand to intrigue and provoke interaction from young Australian audiences, offering them an opportunity to express their creativity via Twitter and Instagram.

 

Throughout the campaign, the public was instructed to #Get808 via sky writing over Sydney’s iconic Bondi Beach and Federation Square in Melbourne, as well as guerrilla street promotion and the official website get808.com. A 15 second teaser 808 promo was also broadcast during the ARIA Awards, as models body painted with 808 strutted with the stars, live down the ARIA red carpet. The stunt gained the attention of a number of media outlets including news site, news.com.au.

“The challenge was to come up with alternative ways to pique curiosity, achieve large scale reach and create fun and innovative ways to get Australians creatively involved”, said Michelle Lucia, marketing manager of MTV Australia and New Zealand.

“Working with The Royals on guerrilla tactics like sky writing, street teams and the 808 body painted models on the ARIA red carpet hit the nail on the head and achieved some awesome social results for what we feel is one of our most creative campaigns.”

Within a short period of time the Twitter and Instagram #Get808 accounts were inundated with curious individuals sharing or creating 808 imagery, demanding to be involved and ultimately widening the engagement further.

The public were encouraged to post a picture via Twitter or Instagram of any 808 activity that they spotted or created themselves, hashtag #Get808 and await contact until they received an invitation to the mysterious 808 event. Quotes from participants included:

Entering via a back laneway entrance, as to not reveal the MTV HQ location, hundreds of curious guests comprising of social media entrants, press, influencers and MTV Music business partners attended the 808 event last night. The event included live performances by ARIA Award winning DJ Peking Duk, Adelaide born rapper Allday, media personality and DJ Didier Cohen and Aussie DJ and producer Helena.

At precisely 8.08pm, MTV VJ’s Kate & Krit unveiled the 808 campaign with the slogan ‘808 is MTV Music’ to celebrate MTVs flagship music channel now being available to all Foxtel homes.

Across the two weeks of the campaign, MTV built a subversive, alternative media community from scratch, driving more than 10,000 visitors to get808.com and building a community of over 1,700 on Instagram and Twitter. Engaged users generated more than 700 #Get808 sightings across the two platforms.

 

“With the 808 messaging we had our audience buzzing with anticipation for news, content or sightings. It was a celebration of the fact that MTV Music lives at the centre of popular culture: helping create it, spread it and mess with its form, regardless of medium,” said Dave King, strategy director, The Royals.

Foxtel unveiled new pricing and packaging options in November and MTV Music (channel 808) and MTV Dance (channel 810) were among the 40 channels included in the new ‘Entertainment Pack’ available in all subscriber homes. The shift increased distribution of MTV’s two Australian-produced and programmed music channels by more than one million homes.

Latest News

First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

Nils Vesk (pictured below) is an innovation architect who’s delivered programs for some of the most prestigious organisations in the world, including Microsoft, IBM, Commonwealth Bank and Nestle. In this guest post for B&T, he shows you how to spot a lasting trend that’s not merely just another passing fad…   The importance behind learning […]

Opinion

by B&T Magazine

B&T Magazine
Study: Almost Half Of Aussies Browse Mobile Retail Sites For “Retailtainment”
  • Marketing
  • Technology

Study: Almost Half Of Aussies Browse Mobile Retail Sites For “Retailtainment”

A new study today has revealed that although mobile commerce may have begun as a convenient way to shop on-the-go, it has quickly developed into an entertainment experience for many Aussies. The PayPal mCommerce Index Trends Report 2018 (which you can read in full here) found that two thirds (67 per cent) of Aussie smartphone owners browse shopping sites just […]

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

In this guest post, King Kong’s head of growth, Sabri Suby (pictured below), takes a look at recent changes to Google’s rankings and how it will affect content makers and the measure of any content’s success… Changes to Google’s ranking algorithm mean that time on a page is valued higher than the number of clicks. With these new rules […]

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine