Sony Music Soul Revival, Strike a Chord

  • Client: Sony Music
     
    Target: 25-45 Men and Women. They comment on a regular basis and when they do they never do it without their ear buds in. Music is a passion point for them and ascends past cultural divides. They’re love for music can be a strong connection point but in most transit situations it’s used as a way to separate.
     
    Insight: Black history month is lacking unity therefore making it a less focused event. However it’s still important and should be conducted as a way to connect communities over the accomplishments of not just one race but its contributions to bringing us all closer together.
     
    Strategy: To use the relevance and connection point of music throughout history to unit and bond different cultural communities this Black History month.

     
  • Sony Soul Revival Promtional Poster
  • Sony Soul Revival Wheat Paste Posters. 
  • Interactive Sony Soul Transit Piece Slide 1. Uses pressure points to reveal information about artists and prompt music. 
  • Interactive Sony Soul Transit Piece Slide 2. Uses pressure points to reveal information about artists and prompt music. 
  • Sony Soul Revival A-Train Subway Takeover. 
  • Sony Soul Revival A-Train Subway Takeover. Exterior walls simulate as flip book. As the train moves the dancers move as well. 
  • Pandora and Spotify Branded Content
  • Sony Soul Revival A-Train Experience
  • Social Media
     
    Facebook serves as the hub of the revival, where users can follow for information on upcoming gigs and events.
     
    On Twitter, Users are encouraged to #strikeachord by tweeting about musical interests to influence and reveal specific information on the sets. When they do, Sony Soul will match them as a struck chord releasing more information about the upcoming events on the A-Train.