Powerball Joins Forces With BRING & Spotify To Find Australia’s Biggest Powerballad

Powerball Joins Forces With BRING & Spotify To Find Australia’s Biggest Powerballad
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



Powerball has joined forces with BRING and Spotify to find Australia’s biggest fan-voted powerballad track, partnering with punk/rock band DZ Deathrays to transform the track in their own unique way.

Powerballad is designed to stimulate conversation around dance-floor fillers and pub anthems, with a tongue-in-cheek campaign led by DZ Deathrays.

They’ll lead the search for Australia’s fave Powerballad, play it by their own rules, then pick a winner to join them in the official music video and at a special event where the song will be performed live to fans for the first time.

Said DZ Deathrays: “We’re pumped to see what song Australia picks and are armed with our rock guitars to shred it into a new century… now if we could just get out of this Powerballad world to start practicing.”

Watch campaign launch here.

James Griffiths, ECD at Universal Music Australia’s BRING said: “With Powerballad, we really wanted to tap into the cultural conversation already happening around iconic songs whilst delivering on the brand’s ‘Play By Your Own Rules’ ethos. Through our internally developed tools, we were able to align the brand with artists that will truly resonate with their target demographic. The exciting thing now is watching the story unfold and bringing fans along for the journey. Where’s my air guitar?”

The campaign unfolds through a partnership with Spotify, where fans will be driven to a Powerballad microsite and vote for their favourite tracks by adding to Australia’s Ultimate Powerballad Playlist on Spotify. Over time, the playlist will be filled with more bangers than a sausage sizzle.

Jen Lyons, Senior Marketing Manager, Powerball, said: “Since the Powerball game launched it has been synonymous with independence, freedom and self-expression.

“We get to really stretch our wings with Powerball and the way that we’re able to bring our brand essence – ‘Play By Your Own Rules’ – to life. We know that a passion point for our growth audience is music and partnering with BRING, Spotify and DZ Deathrays has given us a chance to speak to this audience in a new, authentic and exciting way. We’re really excited to see what songs are nominated and how DZ Deathrays re-imagine the chosen song!”

CREDITS

Adam Ireland, General Manager, BRING
James Griffiths, Executive Creative Director, BRING
Kate Allan, Brand Partnerships, BRING
Will Blackburn, Creative, BRING
Kaitlin Wright, Designer, BRING
Claire Crennan, Content Partnerships Director, The Story Lab
Aidan Ryan, Client Leader, Carat
Josh Fick, Planning Manager, Carat
Jen Lyons, Senior Marketing Manager, Powerball
Matt Itzstein, Brand Manager, Powerball
Bek Davidson, Marketing Coordinator, Powerball
Kendall Latham – Group Sales Manager, Spotify
Matthew Hawkins – Client Service Manager, Spotify
Matt Bryant – Creative Strategist, Spotify
Video Production: Entropico
Digital Production: Made in Katana

Media: Carat

 

 

 

Please login with linkedin to comment

bring powerball Spotify

Latest News

Tis’ The Season To Turn Shoppers Into Buyers
  • Opinion
  • Technology

Tis’ The Season To Turn Shoppers Into Buyers

Hayley Fisher [pictured] is the AUNZ Country Manager at Adyen. In this op-ed, she discusses the upcoming holidays sales season and explains marketers can help drive sales. Over the 18-months the pace of ecommerce has accelerated to new heights. According to latest figures from the Australian Bureau of Statistics (ABS), a record $44.2 billion was […]

Opinion

by B&T Magazine

B&T Magazine
Vodafone Australia To Pitch Creative
  • Advertising

Vodafone Australia To Pitch Creative

TPG Telecom has announced it will hold a creative pitch to further develop the Vodafone brand here in Australia. Last year’s merger between Vodafone and TPG brought together a family of brands under the TPG Telecom group, with the creative shift to position Vodafone for the future. While Vodafone’s long-standing relationship with WPP will continue, […]

IBM CMO Jodie Sangster Departs
  • Media
  • Technology

IBM CMO Jodie Sangster Departs

IBM CMO Jodie Sangster announces departure. Has promised not to do a podcast, take up painting or open a yoga retreat.

by B&T Magazine

B&T Magazine
Westfield Launches Home Delivery Service
  • Marketing

Westfield Launches Home Delivery Service

Following 18 months of intermittent lockdowns across Australia, shopping centre giant Westfield is launching a new service that will tap into the ecommerce boom. The new service, named Westfield Direct, will take on the likes of Australia Post by providing shipping directly to customers. Shoppers will also be able to select items from an online […]

SBS Named By AFR As One Of Australia’s Most Innovative Companies For Digital Language Services
  • Media

SBS Named By AFR As One Of Australia’s Most Innovative Companies For Digital Language Services

SBS has been recognised as one of Australia and New Zealand’s Most Innovative Companies, in the prestigious annual list published by the Australian Financial Review and Boss Magazine, from over 700 nominated organisations.  Ranked third on the Media and Marketing list, SBS was the only media company to make the list, recognised for its growing and evolving multilingual digital services, exemplifying SBS’s innovative culture and strategy.  SBS provides multiplatform services in more than […]

İstanbul, Turkey - February 10, 2019: Woman using smart phone on a couch. The smart phone is an iPhone 8 displaying Twitter application.  iPhone is a touchscreen smartphone developed by Apple Inc.
  • Technology

Twitter Plays With In-Conversation Ads

Twitter has confirmed it is experimenting with a new ad format which will see ads placed within conversation threads for the first time. The company’s Revenue Product Lead Bruce Falck made the announcement on Thursday. “Starting today, we’re trying something different and testing a new ad format in Tweet conversations,” he posted on Twitter. “If […]

ABC Relaunches Aussie Music Show The Sound For Season Three
  • Media

ABC Relaunches Aussie Music Show The Sound For Season Three

In exciting news today, Mushroom Group is thrilled to announce much lauded Aussie music program The Sound will return to the ABC this November! Celebrating some of our best musical talents since its launch in 2020, The Sound Season 3 will debut on Sunday 7 November at 5.30pm (local time). Viewers can watch The Sound on ABC TV each Sunday afternoon or catch up with the latest episodes via ABC iview. Across Season […]

AKQA Crowned Most Innovative Media And Marketing Company By AFR
  • Marketing
  • Media

AKQA Crowned Most Innovative Media And Marketing Company By AFR

Strategic design and innovation company AKQA has received the top industry ranking in the 2021 AFR Boss Most Innovative Companies List.  This is the third consecutive year the company has been acknowledged by the AFR for its commitment to innovation in the media and marketing category.   The Most Innovative Companies Awards were presented via a […]

Hedley Thomas Launches Investigative Podcast Shandee’s Story Via The Australian
  • Media

Hedley Thomas Launches Investigative Podcast Shandee’s Story Via The Australian

National news brand, The Australian, has launched a new podcast from Hedley Thomas, Shandee’s Story. Shandee’s Story is the culmination of six months’ work by Thomas, the award-winning investigative journalist behind The Teacher’s Pet and The Night Driver podcasts. The podcast investigates a harrowing cold case. Shandee Blackburn was left to die after a frenzied knife attack as she walked […]

Greater Bank Claims Silver At Step Two Intranet & Digital Workplace Awards
  • Technology

Greater Bank Claims Silver At Step Two Intranet & Digital Workplace Awards

Greater Bank has won a Silver Award at the 2021 Step Two Intranet & Digital Workplace Awards with its Intranet Built on the Elcom Digital Employee Experience Platform. The global awards recognise outstanding contributions to the fields of intranets and digital workplaces, honouring remarkable solutions that deliver business value to their organisations and then share […]

White ladders leaning on to content written bull's eye target on blue wall. Horizontal composition with copy space. Content concept.
  • Marketing
  • Media

New Research Identifies ‘Commerce Content’ As Key Revenue Driver For Brands And Publishers

Two new research reports have revealed key drivers for ‘commerce content’ and the massive revenue opportunity it presents for digital publishers and brands. Published by independent media organisations, commerce content allows readers to understand the goods and services promoted by an editorial team. It’s now a major part of the partnership ecosystem, and a way […]