Today’s teens have been dubbed the “user-generated generation,” which should come as no surprise given the proliferation of websites, social platforms and apps encouraging unique content sharing. This back-to-school season, Sharpie is showcasing the work of some of its most passionate creators in the brand’s first music video. The video, which debuted as aTV spot last night during the “2012 MTV Video Music Awards,” features hundreds of images of Sharpie fan creations set to the music of indie band, California Wives.
In an age where traditional advertising can fall flat with teens, Sharpie has taken its TV ad and translated it online, launching a unique interactive digital experience that showcases the work of its fans in a way they can personalize and share. Using cutting-edge digital technology, the brand has created a digital experience that lets fans manipulate images to create their own custom Music Video Mashup featuring their unique Sharpie creations.
“It’s a multi-screen generation,” said Ryan Rouse, Global Director of Marketing for Sharpie. “Teens are watching TV while texting, Tweeting and more. As a brand focused on teens, we want to provide a Sharpie experience they can get excited about across multiple platforms. The Music Video Mashup is a really fun, cool digital experience that keeps the creativity flowing and the conversation going long after the TV ad has aired – all while showcasing the amazing things our fans have created with Sharpie.”