The Good Night Drink Asked People to Share Soothing Music for Sleep
Laura McQuarrie — June 6, 2015 — Lifestyle
References: goodnightdrink & adsoftheworld
As a brand that sells a beverage that helps people fall asleep, Good Night Drink wanted to create a campaign that would also highlight music as a natural sleep aid. As a result, #GoodNightMusic was created.
The beverage brand put out a call to both existing and prospective consumers on Twitter, asking them to submit a song that helps ease them into sleep. As a result, a comprehensive crowdsourced list of soothing songs was generated on YouTube, creating an extensive list of tracks to fall asleep to.
As insomnia and other sleep problems are a big problem around the world, this brand campaign is a clever way to show that a quick fix doesn't always have to come from a product, although that is also an option.
The beverage brand put out a call to both existing and prospective consumers on Twitter, asking them to submit a song that helps ease them into sleep. As a result, a comprehensive crowdsourced list of soothing songs was generated on YouTube, creating an extensive list of tracks to fall asleep to.
As insomnia and other sleep problems are a big problem around the world, this brand campaign is a clever way to show that a quick fix doesn't always have to come from a product, although that is also an option.
Trend Themes
1. Crowdsourced Playlists - More brands will involve consumers in creating playlists to cater to their music preferences
2. Music as a Sleep Aid - More brands will leverage the power of music to help people fall asleep
3. Digital Collaboration - More brands will use social media to gather input from their consumers
Industry Implications
1. Sleep Products - Sleep-inducers can partner with music streaming sites to offer playlists and expand their market.
2. Music Streaming - Music streaming platforms can create dedicated sleep playlists and offer them as a premium feature.
3. Beverage - Other beverage brands can use the power of music in their campaigns to associate their product with relaxation and stress reduction.
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