Sony Music Entertainment: Sony Music Entertainment

Credits & Description:

To announce Japan's electrocore metal band Crossfaith's latest 'Freedom' EP with the first single 'Diavolos', the band introduces a one-of-a-kind promo, by engaging with their fans digitally, where visitors of the interactive site are required to earn the music by headbanging in front of the webcam to unlock live-streaming of a new track not available anywhere else in the world. The moment the fan stops the headbanging movement, the music stops. Agency: Ogilvy & Mather Japan.
Media: Interactive
Category: Other
URL: https://makeitmetal.jp
AGENCY: Ogilvy & Mather Japan GK / Tokyo
CLIENT: Sony Music Labels (Japan) Inc.
ART DIRECTOR: Aaron Phua / yousuke ozawa
WRITER: Ajab Samrai / Aaron Phua
CHIEF CREATIVE OFFICER: Ajab Samrai
CREATIVE DIRECTOR: Ajab Samrai / Aaron Phua
PRODUCER: Natsuki Tosa / Chie Sato
CREATIVE TECHNOLOGIST: Miyauchi Shunjiro
EXECUTIVE CREATIVE DIRECTOR: Ajab Samrai
SOUND DESIGNER: Kensui Arao
TAGS: ENTERTAINMENT / MUSIC / FILM / TELEVISION
URL: https://makeitmetal.jp/Synopsis
Sony Music asked us to launch a new album by CROSSFAITH, a heavy metal band from Osaka, Japan.
But given there are hundreds of albums launched each year, how do you sell an album in an innovative way?
We needed to engage the metal community with an authentic and personalised experience that no-one else could give them. Plus, to succeed the idea had to be authentic, memorable and digital native considering our target spends a considerable part of their time online.
The ultimate goal was to gain more fans across the world through the launch of the new album.
promotion of the album had to be authentic, and memorable in a positive way. We also had to connect the target audience who are immersed in their digital devices.
Strategy
The strategy behind Make it Metal was to translate a classic body movement from metal fans enjoying metal music into different parameters with different levels of rewards.
The insight was to leverage what metal fans love doing most, head-banging. So, we decided to give away the album’s first single DIAVOLOS, but it needed to be earned.
With a thorough analysis of how people headbang based on a sample of 50 metal fans, we were able to study velocity, angles and movements. The consistent parameters were further used to adjust the motion detection so when accessing the site, fans could headbang naturally, meaning at a 45-degree angle and 30km/h.
The algorithm behind the website kept a record of total headbanging movements, which were rewarded in three different levels. With the parameters ranging from 600 - 700, 700 - 800, and 800 and above, all received customized art works.
The data was then fed into Optical Flow, a motion tracking program that reacts to color and brightness - a tool better than any current facial recognition technology.
Our target was urban, 18 to 30 years old, CROSSFAITH fans but also interested in heavy metal, technology and new music trends.
Relevancy
Make it Metal is a project born out of a data interpretation of headbanging. By being able to transform a body movement inherently related to metal music into an “engine” to download the single Diavolos by CROSSFAITH.
To execute the world’s first head-banging activated digital experience, we started by using an algorithm that captured the head-banging movements of fifty persons. The data was then fed into Optical Flow, a motion tracking program that reacts to color and brightness.
The data recorded, allowed us to further reward fans in three different levels with customized art works.
Outcome
Within the first few hours of the online launch of Make it Metal, more than 20 thousand fans engaged with the microsite across 114 countries, creating unprecedented media attention worldwide. This resulted in 80% increase in projected sales, and sold out shows across CROSSFAITH’s tour.
Media Strategy
Make it Metal used an algorithm to develop a thorough analysis of how people headbang based on a sample of 50 metal fans, we were able to study velocity, angles and movements. The consistent parameters were further used to adjust the motion detection so when accessing the site, fans could headbang naturally, meaning at a 45-degree angle and 30km/h.
The algorithm behind the website kept a record of total headbanging movements, which were rewarded in three different levels. With the parameters ranging from 600 - 700, 700 - 800, and 800 and above, all received customized art works.
The data was then fed into Optical Flow, a motion tracking program that reacts to color and brightness.
Our target was urban, 18 to 30 years old, that are not just CROSSFAITH fans but also interested in heavy metal, technology and new music trends.
Campaign Description
Make it Metal used data in an innovative way as it allowed fans to headbang as they normally do at a metal concert to download the new single Diavolos by Crossfaith.
With the knowledge that metal fans are decreasing 15% every year since 1999 and that the genre has become a niche, our solution was to engage the metal community with an authentic and personalised experience that no-one else could give them.
To execute the world’s first head-banging activated digital experience, we used an algorithm to develop a thorough analysis of how people headbang based on a sample of 50 metal fans, we were able to study velocity, angles and movements. The consistent parameters were further used to adjust the motion detection so when accessing the site, fans could headbang naturally, meaning at a 45-degree angle and 30km/h.
The algorithm behind the website kept a record of total headbanging movements, which were rewarded in three different levels. With the parameters ranging from 600 - 700, 700 - 800, and 800 and above, all received customized art works.