I’ll admit to being a little biased here – I’ve had a huge crush on Australian songstress Kylie Minogue since her acting days way back when in Australian soap Neighbours.
That crush continued into her singing career and unforgettable Agent Provacateur video… uh huh. Anyhoo…
I got an email yesterday that caught my eye about Kylie’s video to promote her new single, Flower. As well as being her directorial debut, it’s also utilizing social media in a pretty cool way.
Fans can get involved in the video by posting images on Twitter and Instagram using the hashtag #KylieFlower. Additionally, fans can upload a video (up to 10 seconds long) to YouTube with the #KylieFlower hashtag too.
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The goal is to upload images and videos (by October 9) that reflect the person’s interpretation of what Kylie’s song is about, in whatever imaginative form that might take.
Kylie’s creative team will then put a special Flower promo video together, and share on the singer’s official website as well as social channels on October 25th.
As a way to engage fans and truly have them involved in the brand – in this case, Kylie and her music – it’s a great promotion where everybody wins. And as a use of social media to foster a bigger connection between fan and brand, it wins too.
See, I knew there was a reason I liked Kylie more than an ongoing schoolboy crush…
You can check out the promotion here.