CenturyLink: How to Enter the #SingWithKelvinContestIn February 2014, British–Zimbabwean singer-songwriter Kelvin Jones unexpectedly launched his musical career by uploading to YouTube a video of him playing “Call You Home” in his college bedroom. A year later, a classmate posted the video on Reddit and it earned a million views in 24 hours. The next day, Kelvin was featured on Good Morning America, proving how the power of Internet connectivity can improve the lives of every day people.
CenturyLink, one of the largest broadband companies in the U.S., is aiming to leverage Kelvin’s story across the country. Through their first-ever national campaign – “Two Sides” – integrated campaign elements reinforce CenturyLink’s belief in the power of the digital world and how it reaches people from big cities to small towns, providing connectivity to all.
Launching on January 30, the campaign features a large-scale digital contest – #SingWithKelvinContest – in which fans have the opportunity to win a trip to London to sing a duet with Kelvin Jones by submitting their own cover of his viral song, “Call You Home.” Media and influencers will drive participants to the #SingWithKelvinContest microsite to learn how to play the song and get inspiration for their cover. From there, participants can submit their entry on their social channel(s) using the hashtag #SingWithKelvinContest. The top 5 submissions will be featured on the microsite and users will be encouraged to share their opinion on who their favorite is. Lastly, Kelvin will ultimately pick his favorite and the winner will be flown to London to sing with Kelvin for a private duet. CenturyLink will promote the winner via their social channel(s).
“Two Sides” also consists of :60 and :30 national TV spots, as well as online videos, social and OOH. In the 60-second spot, footage from rural towns is juxtaposed with that of major cities: public transportation, a football field, and a convenience store. Although these are in different locations, they provide the same utility to its residents. And that’s what CenturyLink offers – connections that can unite people from remote communities to buzzing cities.
Sound Production: Wolf at the Door, Soundtrack
Worldwide Chief Creative Officer: Jim Elliott
Producers: Bill Goodell, Nicole Hollis-Vitale, Hillary O’Rourke
Account Managers: Simran Sudan, Jenna Clapp, Kelly Preston
Account Executive: Gail Felcher
Business Affairs: Lisa Mercier
Creative Agency: Arnold Worldwide
Group Creative Director: James Clunie
Planner: Vaughn Allen
Executive Creative Director: David Register
Art Director: Julianna Rose
Copywriter: Adia Betts
Digital Producer: Mario Souza
Social: Lydia Leavitt, Chris Gil, Cristin Barth, Kyle Beaudouin
Developer: Steve Hallman, Joshua Kanner
Creatives: Bryan Farrell,
Associate Creative Director: Matt McGowan
Post Production / VFX
Visual Effects: Brickyard VFX
Production Company: Anonymous Content, BUG Editorial
Digital Production Company
Digital Production: Havas London, Studio 6 London, Studio 6
Categories: Consumer ElectronicsArnold Worldwide, 4 years ago