Partnership:

SING and YouTube

Description:

To promote the theatrical release of SING, Universal Pictures partnered with YouTube to launch “Real Talent, From Real Life”. The contest, which paralleled the singing competition around which the plot of SING is based, asked fans to submit video recordings of themselves performing the film’s original song “Faith” sung by Stevie Wonder featuring Ariana Grande. To enter, contestants submitted video recordings of themselves singing, clapping or dancing along to the track.

Three “Real Talent, From Real Life” contest winners received airfare and hotel accommodations for themselves and a guest for a three night stay in Los Angeles. During their stay, they participated in the “Next Rising Star” digital development workshop – a specifically designed workshop with top YouTube influencers, Universal Music Group executives, and YouTube and Google product specialists on how to create a successful channel at YouTube Space LA.

In addition, YouTube creator Mike Tompkins – known for his a cappella covers and original songs – created a special music video cut together from several submissions that was featured on the YouTube masthead on its homepage.

The contest ran from November 17 - November 30, 2016.

Partnership Opportunity:
SING/Theatrical
Company:
Universal Pictures
Partner/Category:
YouTube /Online
Timing:
November 4th Quarter 2016
Target:
Male
Female
Teens
Family
Adults
Promotional Elements:
Branded Content
Contest / Sweepstakes
Event / Activation / Experiential
Media Elements:
Micro site
Mobile
Online
Social Media
Created On:
2020-11-30
Last Modified on:
2016-12-05
Companies Involved
Tuck

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