In the context of an online campaign, SIRUP was able to offer something special to fans of the band Razorlight and by inviting users to spread the word received a surprisingly positive reaction from non-fans alike.
The goal was to build a personal connection to the target audience for the new single »Wire To Wire« using a sense of togetherness and joy. The band achieved this by acting as host for a moment happening between friends.
One of the emotional high points of the video serves as the stage -Timecode 2.04 min, lyric: "We share the same scar“. Out of the darkness appear lights in soft focus. The spotlight illuminating the lead singer gradually darkens leaving just a silhouette in front of a sea of flickering lights.
This magical moment is captured and shared with the community: each user has the opportunity to kindle a personal light in the darkness. They can choose the location of the light and leave a 'light message' for other users and friends per email. The message includes a link to the landing page "The Lightbrigade!" where visitors and see, in addition to the message intended for them, a message behind every other light. The song "Wire To Wire" is in looped playback on the website.
The band marketed their single through a playful and original form of first contact, won notoriety and profited from the postive image of the campaign through the participation of the community. Users got the unique opportunity to act as part of this community and to share their personal thoughts through the social web - always in connection with the band Razorlight.
