Madonna Premiers video on digital outdoor
Fin regularly produces content for Digital Outdoor Media for brands and live events, including London Fashion Week with Coca Cola’s Vitamin Water and Taste London with San Pellegrino (link below), so we were particularly interested to see media-savvy Madonna adopt the technology this February to launch her latest video 'Give Me All Your Luvin'.
This isn’t the first time she’s proved an early adopter: remember the launch of the album ‘Music’ from Brixton Academy to an internet first of 9m viewers? And that was when we only had ISDN.
No-one would underestimate the queen of pop’s commercial prowess. After all she's re-launched herself more times than an inflatable bouncy castle. This time it's interesting how she has decided to launch her new song. It's not uncommon for artists to release new music to the world in one multi-media go, especially with the advent of social media. But what remains difficult is how to draw that audience together, at the same point in time, to experience it communally.
With her uncompromising marketing dexterity, Madonna convinced the bosses at Clear Channel to use their huge network of digital outdoor screens – all 1600 of them across 9 countries – to deliver a globally-synchronised launch with world radio networks, all at the same time. Containing American footballers and cheerleaders, the 'Give Me All Your Luvin'. video perfectly built up to her performance of the same song at this year’s Super Bowl.
Please get in touch if you would like to know more about how Fin create for and work with Digital Outdoor Media. Or just to have a chat about Madge!
San Pellegrino at Taste London
10 May 2012