More and more brands are leveraging the power of creativity in the social media age. Co-creating with the community, be it for an anthem song or a promotional film, has been the chosen path by many brands since last year. The latest co-creation video campaign to hit India is the Tata #SafariTrails My Day My Way song.
The music campaign has been completely crowd sourced by compiling the videos, tweets and pictures received via Twitter from off-road adventure lovers and Safari aficionados across the country. The music for the video has been composed along with popular artists - Vasuda Sharma, Gaurav Dagaonkar and Sidd Coutto and entails the Safari trails TVC tune as well.
Execution was way on and Twitter was the chosen platform for crowdsourcing, while the Tata Safari Facebook page also shared about the crowdsourcing activity with its 1.3 million fans.
This May end, Tata Safari asked its followers on Twitter to share their desired lyrics with images or videos of memorable Safari adventures they’ve been on. These tweets needed to be accompanied with the hashtag #SafariTrails and also had to be the most retweeted. So adventure lovers had to follow the brand’s Twitter handle and tweet their lyrics with pictures and videos and also share it with their friends to garner maximum retweets. The most retweeted lyrics won gift vouchers worth Rs. 2000.
Digitas LBI, the digital agency for Tata Motors collaborated with Culture Machine, a company that creates digital video entertainment for the creative production. Culture Machine experimented with different avenues of storytelling for #SafariTrails by combining the videos and pictures sourced from consumers via Twitter with lyrical couplets.
Uploaded on the brand’s YouTube channel, the video features the chosen tweets and pictures, along with the Twitter handle of the contributor. You can also catch the lyrics in the ‘about’ section.
Tata Safari is promoting the crowdsourced song on its Facebook and Twitter pages. While the SUV brand is engaged in that, it has managed to strengthen its brand philosophy and bond deeper with Safari buffs. Moreover, the video’s shareability has increased with enthusiastic contributors sharing it with their friends, family and social connections.