BBDO New York

Client: Capitol Records / The Academic
Product: Not Your Summer
Title: A Google Slides Experience
Media: https://notyoursummer-entry.com/
Country: United States
Date Of Campaign: 7/15/21

Background: ‘Not Your Summer - A Google Slides Experience’ was a series of live events that launched Irish indie band The Academic’s latest single. It combined a one-of-a-kind media hack with an elaborately synchronized live performance. When The Academic asked us to promote their new single “Not Your Summer” - a song about spending a summer locked inside - spirits were low. Their was just canceled due to covid and they needed a way to reach their fans outside of the traditional concert venues. We embraced the challenge and set out to give their fans a unique live experience from the safety of their homes. The Academic are no not strangers to innovative media experiments, and their fans know and expect surprises from them through unconventional hacks.

Idea: When The Academic asked us to promote their new single “Not Your Summer” - a song about spending a summer locked inside - spirits were low. Their tour just got was just canceled due to covid and they needed a way to reach their fans outside of the traditional concert venues. We embraced the challenge and set out to give their fans a unique live experience from the safety of their homes.

Results: People from 28 countries tuned in to the live events, and a screen recording of the events was picked up widely in the press. Resulting in over 69 million impressions and over 4 millions streams. For The Academic, this was an extraordinarily good result for a song released in the middle of the pandemic, surpassing most previous singles they released which had a more robust media push.