Miley Cyrus will perform in '8D' for Magnum Ice Cream
Campaign by Lola MullenLowe includes a live YouTube performance
Jun 08, 2021
Miley Cyrus is teaming up with Unilever ice cream brand Magnum for a virtual concert that will see her performing in "8D" audio to illustrate the tagline "Pleasure Has More Than One Layer."
The "Miley in Layers" concert will take place live on YouTube this Thursday at 8.30PM CET, with the pop star performing in immersive audio that the brand promises will sound like she's in the room with you, provided you're wearing headphones. (8D audio is an effect where songs have been edited with spacial reverb and mixing to make it seem like the audio moves in a circle around your head.) Cyrus will play some tracks from her recent album "Plastic Hearts" as well as an exclusive cover of '80s hit "Midas Touch" by Midnight Star re-mastered as "Miley’s Touch."
The campaign is a collaborative effort between several Interpublic agencies; creative agency Lola MullenLowe in Madrid, digital agency MullenLowe Profero, PR agency Golin and influencer marketing agency ITB Worldwide. It includes several levels of audience participation, including both Instagram and Snapchat lenses, and a lip-sync challenge produced in partnership with Google and Bit.Studio. This will allow users to lip sync to Cyrus' exclusive track and receive ratings based on their performance. They can then post a shareable gif to their social media channels. The social hashtag for the campaign is "#ShowYourLayers."