2. http://24hoursofhappy.com/
Pharrell marketed ‘Happy’ in an unusual but
successful way. Originating from the song, the worlds
first 24 hour music video was released ‘24 Hours of
Happy.’
The audience can direct around the site to view any time of the
24 hours and watch whichever part they want too as shown
here:
Directed by We Are from LA and it consists of the four minute song being repeated
for 24 hours with various of people (over 400 characters including celebrities)
dancing and miming along to it all around Los Angeles. As the song featured from
the soundtrack of Despicable Me 2, the directors even in cooperated the minions
from the film in some of the video scenes. Pharrell features in the video 24 times,
once at the start of every hour.
3. The song was also marketed well as it was originally released
and its main purpose was for the soundtrack of Despicable Me
2. Due to its success of the song, Pharrell released it as an
individual song that not only was released on the soundtrack
but also on his personal album. The song was written and
composed by Pharrell Williams himself.
As the song was designed for a specific scene of the film, the
scene was an inspiration for Williams’ music video as it was based
on a similar theme. In the film, the lead character is so happy that
he “literally dances down the street.” Similar to the music video of
‘Happy’ it is full of people dancing down the street and being
happy.
4. Another big way in how Happy was marketed so well was the
worldwide sharing of social media. Mainly because ‘24 Hours of
Happy’ was the first 24 hour long music video, it caused a lot of
attention through people sharing it e.g. Facebook, Twitter,
Instagram etc.
Due to it being on the soundtrack for Despicable Me 2 which is a family
animation film the song appeals to all ages including children and adults.
As it was released on Williams’ album as well as making it in the charts
meant it was heard by more people and not just those who watched the
film, widening its audience. This marketing meant it was as successful as
it was including Grammy Award for Best Music Video, UK’s most
downloaded track and many more.
