www.holidayharmonizer.com
Issue 19 | June 2011
Agency
BBDO New York
Creative Team
Chief Creative Officer: David Lubars; Executive Creative Directors: Mathias Appelblad, Ronald Ng; Art Directors: Rob Seale, Melinda Ward; Creative Director: Jason Musante; Copywriter: Tommy Troncoso; Designer: Lea Baran
Production Team
Agency Producer: Paula Scalzo; Art Buyer: Cali Capodici
Other Credits
Account Team: Sean Lackey, Zakieh Bigio
Date
8th December 2010
Background
Monster, the world’s largest talent site, matches thousands of people with the right jobs every day. During the holiday season, they wanted to create a global holiday-greeting campaign to match up thousands of people too, but this time connecting friends and families.
Idea
A viral technique that people already love to share was used. Inspired by hugely popular Auto-Tuned videos, the Monster Holiday Harmonizer was created. It allowed people to record spoken messages which it then converted into harmonized, melodic greetings.
Results
Those who received a harmonized greeting almost invariably sent out their own, creating a viral effect. This got the attention of media outlets throughout the world. It was voted “Site of the day” on TheFWA.com. Users spent an average of five minutes on the site, and 85% of those who visited created their own greeting.
Our Thoughts
To be honest, I’m not sure Monster.com is the perfect partner for this idea. The harmonizer seems perfect for a mouthwash, perhaps, or for something that makes tastebuds zing. It certainly isn’t trying to actually sell you anything and that seems to be one of the new rules of social media – be human, be conversational, don’t come on too strong. And give people both a reason to talk about you with each other and the means to do so. Put it this way, I went to the site and spent five minutes sending a message to our Sales Director! Full credit to Monster.com for running with this. They have first-time user status and I definitely like.
The website is still live if you want to give it a go: http://www.holidayharmonizer.com/" target="_blank">www.holidayharmonizer.com.