DIGITALCASE STUDIESCURATED IN INDONESIADigital update June 2014

Whats insideSocial media of Happy#SelfieMcDonalds myburgerTribals The Pee Analyser

Happy by Pharrell WilliamsAs observed

What started as a background song

Became an internet sensation>

Quick factsPharrel Williams as lead vocals, keyboards, drums, writing, productionStreamed in May 22, 2013, never meant as a singleReleased and topped in Oct 2013 in Netherlands on Radio & in a commercialNovember 2013 released in Despicable Me 2 alongside 24hoursofhappy.com by Pharrell Williams and his friendsHas stayed No 1 in most countries for many weeks breaking record for 10 weeks in a rowA couple starts wearehappyfrom.comWorld over people have been creating their own Happy videos and uploading Awards, media coverage, publicityHappy from Despicable Me 2 won an Academy award for the best original songThe sequel to the 2010 animated film Despicable Me dubbed as one of the best animation moviesGrossing over $970 million worldwide against its budget of $76 million, the film became the second-highest-grossing animated film of 2013, the third-highest-grossing film of 2013, and broke a record as the most profitable film in the 100-year history of Universal Studios

Pharrell William makes worlds first

24hoursofhappy.comThe video is presented as an interactive clock - users can click specific "times," watching a few seconds of each performance or just Pharrell (his bits are indicated by the dots around the clock)Other interactive elements play with the 24-hour concept--comments, for example are time-stamped and linked to corresponding moments in the day-long dance, and they can be viewed in temporal order as an overlay to the video.400 people perform the four-minute song, including Pharrell and a few celebritiesPharrell does the song 24 times, at the top of every hour, followed by 14 additional performances within that hourFilming took 11 days, 42 setups, 10 miles a day It took a few days just to figure out exactly how many locations would be needed to shoot at specific times, and then how many dancers in order to make the video interesting for 24 hours straightCasting was key. Thousands auditioned, and all those tapes had to be watched

24hoursofhappy.comA four minute edit of the 24hoursofhappy.com has received over 250 million views on Youtube alone

The world createsA french couple created a website wearehappyfrom.com featuring 1648 videos from 143 countries created by people globally

Thousands of videos have been created by people all over the world and uploaded on the internet

The world creates

#SelfieTrends

The famous Selfie campaign started by Samsung got even the President involved!

Samsung Selfie

#Selfie, a No 1 hit song by The Chainsmokers

Encouraged fans to send their own #selfie with the hashtag to appear in the video.

The clip, features David Hasselhoff, Far East Movement, Ian Somerhalder, Snoop Dogg and Waka Flocka Flame and more.

#Selfie, a No 1 hit song by The Chainsmokers

McDonalds myburger.comCase study

Involves its customers/ real fans

McDonalds create a burger & name itAgency creates an online burger builder to create customised burgerStart with the beef pattyChoose up to 6 ingredients out of 80Choose one of the 20 bunsAdd other ingredientsFinally, give it a name

McDonalds invite friends and get them to voteSpread the world, get friends to voteshowed statistics like 11% of burgers are Tex MexCampaign is on

The Pee Analyser by Tribal Worldwide

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