Levi's #makeourmark
After months of negotiations and preparation Levi's #makeourmark campaign finally launched on SoundCloud last Friday. The remix contest is part of the public arts project Station To Station, which is currently happening in the US, made possible by Levi's. DigThis Media acquired the campaign for SoundCloud in cooperation with SF-based agency nativ.ly. Executive agencies for Levi's are OMD and AKQA. It was a huge effort to tie up all ends and shape the contest's userflow and the promotion media, so I am relieved and a little bit proud to see the campaign finally come to life.
The "raw material" for the remix contest is automatically uploaded from web enabled instruments installed on the STS train. In addition to these sounds, Pitchfork contributes "sparks" created by collaborating artists. SoundCloud Creators, who want to participate download the sounds from the #makeourmark ProPartner Profile and upload their submissions to the corresponding groups, which are used as "dropboxes". In order to promote the contest within the SoundCloud community, OMD booked profile- sound- and dashbox-promotion.
Levi's #makeourmark marks the end of DigThis Media's intensive work for SoundCloud. I created, implemented and finally launched the brand revenue program "Pro Partner" with them and acquired first partners such as Red Bull, The Grammy's and Levi's. Now that a sales infrastructure in the US has been installed and all sales-business has been committed, it is time to move on. It has been a pleasure and a great opportunity to work for such an awesome company. I'm looking forward to seeing the ProPartner Program thrive with more brands discovering the power of sound in general and the beauty of SoundCloud in particular.