The main objective of the In Utero 20th anniversary digital campaign was to reconnect with the original fans aged 35+ who were there the first time around and had a deep connection with it. We aimed to do so in a way that also told these stories to a younger, more web-savvy, audience and enabled them to share within it. We developed two global initiatives for this:
#myNirvana fan wall:
UMC & Powster created an In Uterobranded Fan Wall on nirvana.com which was populated with user content from Instagram, Vine or images on Twitter.
Incentivised by the chance to win an exclusive Anton Corbijn photo print and In Utero prize bundle, fans submitted content in response to a series of three hashtag challenges in the three weeks preceding the album release by using #myNirvana, #playNirvana and #LiveNirvana.
Entries were judged according to the following criteria:
• Relevance to the theme
• Relevance to the campaign, band and album
• Creativity/inventiveness of the submission
The intention of the campaign was to harness the creativity of the fans across Nirvana’s expansive social channels and create an opportunity to connect to users daily with content that directly referenced fans themselves, engaging them and promoting/ counting down to the album itself.
The site was promoted via activity on the band’s social networks and eCRM.
In Utero Poster Lab:
The Nirvana In Utero poster lab allowed fans from around the world to create a unique piece of artwork and share with their friends via Facebook. Housed within a Facebook app on Nirvana’s official page, the Poster Lab was translated into seven different languages and allowed fans to unleash their creativity using a supply of stock imagery and visual assets. This was a collaborative project driven by the marketing teams in the US (UMe) UME, UK (UMC) & UMGI.
#myNirvana Fan Wall:
• 26,000 total page views for the competition
• Highest level of traffic in a day – 5,345 views
• Number of submissions by platform:
» Twitter – 5,552
» Instagram – 1,027 (of which 250 were Instagram video) » Vine – 77
• Devices used:
» 71% desktop
» 27% mobile
» 2% tablet
In Utero Poster Lab:
The initiative generated 12,500 entries and 8,500 additional database sign-ups.
Key learnings:
Both executions allowed fans to get directly involved in the anniversary campaign; visualising their appreciation and dedication to the band via multiple social networks. Through #playNirvana, we learnt that Nirvana fans will go that extra mile. We were keen to minimise barriers to entry, but by the fact that so many fans recorded and uploaded content showed us how committed they are to the band. It demonstrated how popular Instagram video is as a social platform.
Project Budget
Demographics
