The main goals of the campaign included promotion of the artist’s new music video, to get as much reach as possible, create buzz around the release, target outside of regular reach on socials and increase the size of her fanbase.

The campaign ran for five weeks (from 22nd August to 1st October). The main channel was Instagram and posts were cross-posted to Facebook, with the final cut premiering on YouTube.

The peak of the campaign was a live-streamed music video on Instagram with many influential artists, actors and bloggers who also made their own live streams and created additional content. Around 20 of the most popular YouTubers/influencers in the Czech Republic were involved in the live stream.

Teaser and additional content was shared by each contributor during and afterwards the live stream, with special hashtags being used (#285tosemilibi and #PrvniZivyKlipVhistoriiVesmiru).

Preparations and planning:

• The theme of the lyric corresponds to the topic of the music video, which is seeing the physical world through social media and making virtual friendships etc.

• The main live-streamed music video was shot in one take

• Before the main live stream, there had to be several rehearsals to cover the technical aspects of broadcasting and timing everything according to the screenplay

• Shooting took place at a small airport near Prague

• Audio signal (for the song ‘2-8-5’) was routed from the source (soundcard master out) both to in-ear monitoring system (two wireless bodypacks) and PA monitoring system which was placed over the shooting area to cover the whole place. All participants were able to stick to the script synchronised with music.

• The sound engineer had to develop a special custom-built device similar to handsfree for routing the signal (the song ‘2-8-5’) to a Nokia smartphone.

• Heavy data consumption in the area required signal amplification by strong Sennheiser antenna. The whole area was covered by Wi-Fi.