Social campaign picks fans' best descriptions and turns them into song
May 19, 2013
Silk soymilk is kicking off a new social campaign that involves a character called "Mr Smooth" singing fans' descriptions of the brand on YouTube. Developed by Evolution Bureau, the campaign encourages users to submit their description of the brand on its Facebook page under the banner "Tastemaker Challenge". Silk selects one per week, based on its creative merit, and then turned into a YouTube video where Mr. Smooth singing the fan-written odes.