Ray-Ban’s unique Twitter reveal to culminate music tour

By ‎@gordonmacmillan‎
Friday, 13 September 2013

Today, Ray-Ban is launching a special ‘flock to unlock’ Twitter campaign to reveal the headline performer in its Envision Series, a programme of gigs across the UK that feature up-and-coming artists.

The identity of the final act is being unveiled incrementally on Twitter, with sections of an image peeled away when people retweet the #RayBanParty hashtag. To raise awareness and create excitement, @Ray_Ban and media agency @OMD_UK are backing the campaign with a Promoted Trend and a series of Promoted Tweets.

Each time the campaign hits a Retweet milestone and pieces of the picture are unlocked, fans get one step closer to discovering the identity of the special guest. Of course, the more fans retweet Ray-Ban’s #RayBanParty, the quicker the image of the headliner will be uncovered. Each time a piece of the puzzle is revealed fans also have the chance to win VIP tickets, with 110 pairs up for grabs.

Alex Small, brand manager for Ray-Ban, says: “Following the success of the Ray-Ban Twitter trend day in May, where we saw more than 7,000 competition entries for our summer survival kit, Twitter was the perfect channel to reveal the headline artist for the end of the Envision Series. We want to continue engaging with the followers we have built with the tour, through the announcement of the headliner and the opportunity to win exclusive tickets to the party.”

The Envision Series kicked off in April and ran until July, featuring a series of rising British stars such as Spector, Theme Park and Willy Moon. The Tour was created to celebrate legendary Ray-Ban lenses, alongside the latest advertising campaign. Ray-Ban also offered one lucky winner the chance to submit their own creative vision to the Ray-Ban site of what the closing party should look like.

Ray-Ban’s unique Twitter reveal to culminate music tour

Ray-Ban will work with graphic artist and art director @katemoross to bring winner @Joelduxbury’s vision of a playground filled with inflatable sculptures to life at the live close the Envision Series project.