Michael Bublé is a world famous singer and songwriter. Regarded as a pop icon, he is often credited for helping to reignite public appreciation and interest for traditional pop and jazz standards. Bublé has sold over 75 million records worldwide, and won numerous awards, including five Grammy Awards and fifteen Juno Awards. In 2022, Michael was invited to participate in a Bublé night as part of Disney’s Dancing with the Stars, where all competitors would dance to Bublé’s most popular hits.
Challenge
With new music being introduced on a daily basis, it is becoming increasingly difficult for artists to stand out and create music that puts them at the top of the charts.
Goal
Create a fun and engaging way for prospective audiences to listen to Bublé’s new single and album, and to create a natural buzz around the song and the upcoming show.
Solution
Gigg worked with Bublé’s marketing team to develop a dance competition for a chance to win a dancer’s dream trip to Los Angeles for four including tickets to Dancing With The Stars finale, Tickets to Disneyland, a one-on-one FaceTime with Michael and a private dance lesson with dance legend Derek Hough. To enter, fans were asked to submit a dance number to Bublé’s song “Higher” – all were welcome to enter, any skill level, any age. After videos were submitted, users would share their custom link with family and friends to get them to vote for their video. This created an online buzz, turning a new release into a viral sensation.
Stats
Site visits: 716,000 Emails Gathered: 19,091 CTAs Clicked: 13,888 Add. Time on Site: 3:03 UGC Created: 256 Referrals: 329,360 Estimated Marketing Value: $451,371
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