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OK Go Creates a Brilliant Co-Brand with New Video

I’ll bet you’ve never heard of S7 Airlines. But you’ll be hearing more about the Russia-based airline now that OK Go released a new video, “Upside Down & Inside Out.”

  • The branding feels organic: although S7 Airlines receives a thank-you at the end of the video, the real branding occurs throughout the video itself, in which the content (the song and the video of OK Go having a rip-roaring good time) positions S7 as a playful, forward-thinking brand. After all, it’s an S7 Airlines zero-gravity plane that acts as the content-sharing platform.
  • OK Go earns your attention. Unlike Apple and U2, which tried to force their ways on to our radar screens with the Songs of Innocence download fiasco, OK Go uses social media (debuting the video on Facebook) and earned media to spread the word (Gizmodo, Rolling Stone, and ABC News are among the news media jumping all over the story.)

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