Sharpie, known more for its colorful markers than for its music cred, will reveal an interactive video for the California Wives song “Purple” in an ad during Thursday’s MTV Video Music Awards.
The 60-second TV spot will show Sharpie fans’ drawings amid the band’s performance in the music video and then encourage viewers to go online to create their own visual “Music Video Mashup” experience.
It’s the latest interactive video offering in a recent wave of them. Linkin Park’s video for “Lost in the Echo” let fans put their Facebook photos into the storyline. And Old Spice’s “Muscle Music” ad tasked people to create sounds using their keyboard as the Old Spice Guy’s muscles.
“As a brand focused on teens, we want to provide our fan base with a Sharpie experience they can get excited about across multiple platforms,” Ryan Rouse, Sharpie’s global director of marketing, tells Mashable. “We think they will have lots of fun customizing their own mashup and sharing it with friends.”
For example, once a user chooses images for the mashup, the TV screens will fill up like this:
Users can browse and use more than 18,000 existing images (i.e. Sharpie-embellished sneakers and custom-designed motorcycles) to complete their mashups or upload new images.
They can share their customized creations on Facebook and Twitter from the video player’s site, which was built on HTML5 in seven weeks. Each mashup also has a unique link for easy sharing.
Only images around the main video player will change, not the ones directly in the music video.
“We wanted to extend the campaign beyond our traditional TV ad to continue engaging our fans in the digital space,” Rouse says. “It also gives our fans an opportunity to express themselves in a creative format that is uniquely Sharpie.”
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