Red Bull has teamed up with Social Life to launch Swedish pop star Elliphant’s new album.
The social media agency is creating a global campaign to promote Living Life Golden, with an LA balloon flight and exclusive fan engagement experience at the centre of activity.
Elliphant is signed to Kemosabe Records, part of Sony Music Entertainment.
Red Bull’s 20 Before 16 campaign will see Elliphant’s album artwork brought to life with a house-sized, helium-filled balloon recreation of Blisseh, the singer’s imaginary creation flying across LA on 18 December, focusing on two iconic locations – the Hollywood Hills and Hollywood Boulevard.
Blisseh is Elliphant’s muse and the inspiration behind Living Life Golden, her upcoming album to be released in March 2016.
Drone footage of the balloon as it launches by the Hollywood sign will be shared across Red Bull and Elliphant’s social spaces. The online audience will be rewarded for taking part with the opportunity to download an exclusive track from Elliphant’s new album.
Red Bull’s social channels will push all campaign activity, providing images, GIFS, micro-video and the calls to action followers need to get involved with the event from home.
When the balloon reaches the Walk of Fame an Instagram competition winner will have an exclusive fan engagement experience, where they will spend time with Elliphant and hear the album for the first time.
Twitter’s live streaming app Periscope will broadcast the fan experience to a global audience, giving a first sneak preview of Living Life Golden. Viewers at home will be encouraged to use the hearts function, and for every 100 hearts a mini Blisseh balloon will be thrown in, creating a riotous and entertaining scene.
“This is a huge, unique project with a daring brand that’s using new social platforms in fresh ways,” said Laura-May Coope, co-founder of Social Life. “The social activation element is integral to Red Bull’s campaign, allowing it to make a global statement. Elliphant’s worldwide social reach is over 100 million people.
A series of videos produced throughout the day will appear on Red Bull and Elliphant’s YouTube channels.
#20before16 #Blisseh @RedBull_Music https://t.co/nc5n83f3E8
https://t.co/EF3E9eaQM1
— Elliphant (@elliphantmusic) December 18, 2015