Clean Bandit have selected the winner of a competition which invited YouTube vloggers to submit their own music video to the band’s hit Rather Be.
The band partnered with Microsoft Lumia and video distribution network Rightster for the #LumiaMusic campaign, developed alongside Warner Music and the Dentsu Aegis Network.
Thirteen top YouTubers from across Europe posted their ideas, which had to be at least partially created using Lumia handsets, before the band chose W?odek & Karol from Lekko Stronniczy as the winning entry. The duo shot the video entirely on a Lumia 930 in RAW and will collaborate with Clean Bandit on the band’s next video.
“With the recent explosion in ‘influencer marketing’ it’s great to see brands taking the next step and combining this with amazing talent like Clean Bandit,” says Rightster Brand Solutions MD Ian Samuel.
Rightster was tasked with engaging top international YouTube talent across the UK, Russia, France, Germany, Poland and Italy to gain access to mass audiences in a compelling fashion, to drive sales of the latest Lumia handsets among young, digital-savvy individuals. The entrants were drawn from both Rightster’s extensive network of vlogger talent, but also across other video networks to secure the best reach for the target audience.
The #LumiaMusic hashtag has been developed to increase conversation about the competition online. To date, the campaign has driven 8.3 million views and over 473,000 likes.
“Rightster has been instrumental in extending the reach of this online video-driven campaign,” adds Tara Powadiuk, international media partnerships lead for Microsoft. “The interest from consumers for the content created by the YouTube stars is exactly what we were looking for. This is set to peak in the coming months when the new Clean Bandit video is launched online.”