To help celebrate Barclaycard’s 50th birthday and mark its ongoing association with music, Barclaycard is inviting the UK to discover their own musical DNA and add it to the nation’s
Barclaycard is launching a nationwide search to discover the nation’s musical DNA, with an innovative and unique campaign, The Barclaycard Great British Music Showdown, as it celebrates 50 years of helping the nation buy the music and musical experiences they love.
In partnership with BuzzFeed, Barclaycard will carry out the biggest-ever search of its kind. Users who complete the quiz will not only have their say in the musical make-up of Britain but, based on their results, will receive a unique and personalised animated avatar – or “DanceBot” – representing their own musical DNA. Music fans can take part at www.musicshowdown.co.uk.
Users can download or share their personalised DanceBot on Facebook and Twitter – using the hashtag #DanceBot. Users can also add their DanceBot to a giant ‘Music Showdown’ - a virtual festival site - with all the personalised DanceBots together for a visual representation of the nation’s musical DNA. Users will also have the ability to filter by gender and location, to discover the musical make-up of their local area.
The nation’s results will be updated on the site every twenty-four hours and the final musical DNA of the nation will be revealed at the end of July.
The campaign was created by AKQA in partnership with Brighton-based creative studio, Bliink, and runs from 1st July to 31st July 2016. The DanceBots will also have a heavy presence throughout this year’s 10-day music festival at Barclaycard presents British Summer Time Hyde Park.
The Great British Music Showdown also forms part of the wider integrated marketing campaign around Barclaycard’s 50th anniversary, at the heart of which sits a new TV advert celebrating Barclaycard’s role in shaping the nation’s uniquely British shopping habits since its launch.
Katherine Whitton, Chief Marketing Officer at Barclaycard, said:
“Barclaycard has played a part in helping our customers buy music and musical experiences over the last 50 years. Music is an area we have focused on over the last seven years from being headline sponsor of some of London’s biggest music events – including Barclaycard presents British Summer Time Hyde Park – to providing exclusive pre-sales for our 10.5 million customers and the creation of ‘Fee Free Fridays’ where the booking charges are on us, today we’re as committed as ever to helping fans see their favourite acts live.
“So in the year that we turn 50, we wanted to do something a little different to celebrate our association with music. The ‘Great British Music Showdown’ invites music fans to have their say in composing the nation’s musical DNA and create their own unique DanceBot – an animated musical avatar. We can’t wait to reveal the results of this nationwide search next month.”
Wayne Deakin, Executive Creative Director of AKQA, said:
“The DanceBots are designed to get the nation talking as well as moving. BuzzFeed allows us to engage with a range of music and festival fans to find out their music ‘composition’ and then create a personalised, shareable DanceBot, which will live on our virtual festival, the Music Showdown.”