Myspace is back. And just to make sure you know it's launched a $20 million ad campaign, starring more famous musicians and models than you can shake a stick at.
The campaign is the first major piece of advertising the social networking site has rolled out since it announced the relaunch last year. Its Justin Timberlake-backed re-emergence - which officially happened late last year in case you missed it - was promoted with a series of online videos detailing its new interface and offering. A heavy focus on music, entertainment and events, along with an entirely new design and logo were the main elements showcased.
But this all singing, all dancing new multi-platform push goes a whole lot further - to the tune of $20m according to Adweek. It's running in the US across free-to-air and subscription TV, radio and digital. The TV ad will feature 90-second, 30-second and 15-second spots. It stars major musicians including Pharrell Williams, Ciara and Santigold, along with famous faces including model Erin Wasson and singer/model/actress/general all-rounder Sky Ferreira.
They're shown at a "crazy" party. It's an all white space. They are all doing hipster things such as smashing guitars, skateboarding, dancing, kissing and rolling around on the floor. Much posing, pouting, pillow-fighting and lip-biting also goes on. How the other half live.
Presumably an endorsement, musician Justin Timberlake - who became an investor in the social networking site after News Corp sold in 2011 - has Tweeted the new ad.
Last October, AdNews asked digital experts for their thoughts on the new Myspace and whether it could ever return to its former glory. Arnold Furnace group business director Silvia Arrigoni said: “Big names have been used in other categories to launch products, so why not in social media? I don’t see why Myspace can’t rise from the ashes and succeed again.”
However, 303Lowe head of digital Nic Chamberlain argued Myspace was not fighting for the top spot. “It doesn’t see itself as the same kind of social platform as Facebook and Twitter,” he said. “It’s an experience focused on its roots, for performers and artists to showcase their creativity.”
So what do you think of the new ad? Will you use the new Myspace? Let us know your thoughts in the comments below.
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