Kocky - Get that dough

Online video site Youtube is often used by young people to upload videos of themselves singing or dancing to popular songs. Inspired by the spontaneous creativity of those clips we created a viral marketing campaign for Kocky’s song Get that dough from his debut album Kingdom Came.

We arranged several videos with people, ranging from young boys to hip club kids and yuppies in expensive tuxedos, dancing and singing along to the song. The videos were camouflaged as being created by “real” fans without participation of any record label. Our intention was to start a kind of viral domino effect by giving Kocky new fans that could market the product by making their own videos.

The fact that the videos were uploaded more than three months prior to the release of the album created some buzz on blogs. Some people liked the clips and the song while some felt suspicious and wanted to solve the mystery. Some fans even successfully exposed the campaign. The discussion was however, regardless of context, always focused on the music instead of the actual PR trick and that was also the main goal with the campaign.