Electro-pop band Swiss Lips’ latest music video lets you play along with the song — literally.
Philips — with the help of its agency Ogilvy & Mather London — has teamed up with Swiss Lips to create a new kind of interactive music video/video game for the band’s song “Carolyn.” The retro video game lets players create unique remixes of the song while playing a late 80s style 16-bit graphic car chase computer game.
“Essentially you get to be a DJ and a music video director while playing a video game,” explained AJ Coyne, account manager at Ogilvy London. According to Coyne, the synth-heavy 80’s vibe of the song “Carolyn” inspired the “classic, old-school driving game.”
This music video game is part of Philips’ “You Need to Hear This” campaign, which aims to connect a younger, music-loving audience with the electronics brand. Other elements of this larger campaign include a partnership with Noisey, Vice Magazine’s music channel, to create a special “You Need to Hear This content hub featuring music-related content, like short films, interviews with up-and-coming artists and special playlists. In July, Philips also created special music-playing pub tables for various pubs across the U.K. as part of the campaign.
The premise of the game is that you have to steal Carolyn, the apple of your eye, away from rap artist Flame Gang. As you drive and use your keyboard arrows to control the car. The way you play the game affects the track, so every turn you take and items you hit on the road change the sounds of your remix and the outcome of your music video. There are 7 different audio worlds to explore each with audio power-ups (like guitars and drums) and weapons to shoot at the Flame Gang van, which also create sounds in the remix.
Ad position: web_incontent_pos1
“Every sound you hear in the game was created by Swiss Lips specifically for the experience,” explained Coyne. “There are multiple endings and thousands of potential remixes, so the more you play the better your music video.”
Once you are done playing you can save and share your unique “Carolyn” remix and music video. Play for yourself and enjoy your custom Swiss Lips remix.
Ad position: web_incontent_pos2
More in Marketing
In the marketing world, anime is following in the footsteps of gaming
As marketers look to take advantage of anime’s entry into the zeitgeist, they might be wise to observe the parallels between the evolution of anime as a marketing channel and the ways brands have learned to better leverage gaming in recent years.
With the introduction of video ads and e-commerce, Roblox looks to attain platform status
Roblox is expanding into more areas than just ads in 2024. Much like platforms such as Amazon and Facebook have transcended their origins to evolve from their origins as online marketplaces and social media channels, Roblox is in the midst of a transformation into a platform for all elements of users’ virtual lives.
PepsiCo wants to remain a ‘driver of culture’ as it turns to influencers and activations amid rebrand
The soda-maker says it can translate cultural relevance into sales volume.
Ad position: web_bfu