Global social media agency We Are Social has been appointed by The Guardian to amplify its ‘Six Songs of Me’ project – a unique celebration of the musical bookmarks that have shaped peoples’ lives.
We Are Social’s activity aims to drive a diverse range of participation in the campaign by music fans across a broad range of musical tastes. It encourages them to sign up to the Six Songs microsite where they can create their own playlist, based on six questions about the music that has made them who they are – from ‘what was the first song you bought?’ right through to ‘what song would you have played at your funeral?’
We Are Social’s activity involves approaching influential, high-reach music and lifestyle bloggers, and asking them to choose their own personal six songs. From here selected bloggers will be given the opportunity to offer their readers these choices on the original vinyl along with a portable turntable to play them on. To be in with a chance of winning, their readers must create a Six Songs of Me playlist, thus driving engagement with the microsite.
We Are Social will be launching a follow up campaign in September which will focus on the results of the initial activity. Charlene Prempeh, head of digital marketing from The Guardian said: “This is a really enjoyable campaign to be involved in and it’s great to hear how different people’s experiences and emotions are when it comes to music. The work We Are Social is doing will help drive the activity forward amongst bloggers and their followers; an essential demographic for this campaign.”
Seb Robert, account director at We Are Social, added: “Music often conjures up strong feelings – I’m sure this campaign will take a few people on an exciting stroll down memory lane. The Guardian is known for its eclectic music coverage so this campaign is a great fit for them. The activity will resonate with the paper’s target audience and we hope that people will really get involved and share their musical experiences with the rest of the world.”