Challenge
In response to Queen’s triumphant resurgence in the wake of the Bohemian Rhapsody box office phenomenon, Mustache — in partnership with Youtube Music and Mass Appeal — conceived and executed a fan-sourced content campaign that struck a major chord around the globe.
Solution
Celebrating Queen’s enduring legacy across all walks of life, but also targeting Gen Z listeners that has only recently discovered and embraced the band, we launched YouAreTheChampions.com — an opportunity to participate in one of three brand new, fan-focused, Queen music videos. Sifting through over 10,000 passionate responses, Mustache produced a video series reflecting the still-growing fanbases’ culture of creativity and self-expression, and how Queen’s music truly crosses generations and cultural barriers.
Results
10,000 submissions… From 121 different countries… And over 4.3 million total video views in the first 10 days from release.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.