The new 120 second #FollowTheRabbit commercial – with its soundtrack specially cut by The Chemical Brothers - first aired in the middle of the Brit Awards on ITV. The campaign was a sensation, appearing across a huge range of channels including Spotify, YouTube and VOD. It captured an authentic moment in music, feeling like a music video and generating conversation for the brand.
This was magnified through a number of channels, such as a specially designed Snapchat lens, which allowed users to follow a blue rabbit towards new live music experiences. A Snapchat ad then encouraged people to play with the lens and share their snaps.
To drive deeper relevance, YouTube, Spotify, display, social, VOD and retail signposted local O2 Academies.
The message was clear - enjoy life, love live music and follow the rabbit, because there really is no substitute for live: once it's gone, it's gone.