CASE STUDY Like a Rolling Stone
LIKE A ROLLING STONE
OFFICIAL MUSIC VIDEO
48 YEARS AFTER SONG RELEASE DIRECTED BY VANIA HEYMANN
CLIENT:
BOB DYLAN
LEGACY RECORDINGS (SONY MUSIC)
OBJECTIVE:
REIGNITE WORLDWIDE AWARENESS OF BOB DYLAN TO PROMOTE
SONY MUSIC’S BIGGEST BOB DYLAN CD BOX SET RELEASE
INTRODUCE BOB DYLAN TO A NEW GENERATION OF TECH SAVVY CONSUMERS
POSITION BOB DYLAN AS STILL UP-TO-DATE WITH THE CHANGING TIMES
CREATE A MULTICHANNEL INTERACTIVE MUSIC VIDEO FOR BOB DYLAN’S ICONIC SONG “LIKE A ROLLING STONE”
CHALLENGE:
CREATING 16 FULL-LENGTH MUSIC VIDEOS OUT OF JUST ONE MUSIC VIDEO BUDGET
SOLUTION:
ENCOURAGE SYNDICATED TV SHOW OWNERS TO PRODUCE A CHANNEL WITH THEIR OWN ASSETS, AS A TRIBUTE TO BOB DYLAN AND HIS TIMELESS TRACK.
THIS WAY, CHANNELS WILL BE PRODUCED ON THEIR TIME, WITH THEIR CREWS AND THEIR SETS, ON THEIR DIME.
INCENTIVE FOR PARTICIPATION: ALIGN THEIR BRAND WITH THIS EPIC BOB DYLAN RELEASE. PARTNER ON A GROUNDBREAKING, INTERACTIVE PROJECT THAT WILL ELEVATE THEIR BRAND.
THIS APPROACH NOT ONLY MINIMIZED PRODUCTION COSTS BUT ALSO DRAMATICALLY SCALED THE SCOPE AND REACH OF THE VIDEO RELEASE.
RESULTS:
PREMIERE ON MASHABLE
56MM ENGAGEMENTS
$17MM WORTH OF EARNED MEDIA WORLDWIDE 6,000 SHARES ON TWITTER
45,000 SHARES ON FACEBOOK
IT MADE THE MORNING NEWS – THE TODAY SHOW
Gold Lion for Direct Marketing: Digital & Social at Cannes Lions, 2014
Gold Lion – Use or Integration of Music at Cannes Lions, 2014
Gold Lion – Filmcraft: Direction at Cannes Lions, 2014
Gold Lion – Filmcraft: Writing at Cannes Lions, 2014
Bronze Cyber Lion – Interactive Video at Cannes Lions, 2014
TIME Magazine’s #1 Music Video of 2013
Pitchfork’s Top Music Videos of 2013
Vanity Fair The Internet “Thing of the Day”
Two Creative Circle Gold Awards
WoldFest Best Music Video of 2014
Webby Award Winner for Best Editing, 2014
Clio Gold Award for Branded Entertainment & Content, 2014
Clio Silver Award for Music Marketing, 2014
Clio Silver Award for Music Innovative Media, 2014
Clio Silver Award for Innovative Media, 2014
Clio Bronze Award for Digital/Social, 2014
Lovie Gold Award for Best Use of Interactive Video, 2014
Lovie Gold Award for Music & Entertainment, 2014
Mashie Award for Best Interactive Ad Execution, 2014
Mashie Award for Best In Show, 2014
UK Music Video Award for Best Interactive Video, 2014
