News & Analysis

If the aim was for people to understand what #get808 was about, the organisers sure did a crappy job

- November 27, 2014 2 MIN READ

It sounds like a flawless plan: first get some hot models, paint them head to toe with coloured paint wearing just their undies, cover the nipples of female models only with stickers and parade them down the ARIAs’ red carpet – BOOM! Social Media campaign success!

Before we go too much further, let’s find out a little bit more about the #Get808 ‘thing’ by watching this promo video.

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Did you watch it? Did you get it? Fantastic, I thought for a moment that I was missing some hidden “hipster, arty, art-tech” reference embedded in the confusing montage of ‘What the hell did I just watch?’

The painted models were asked on the red carpet who they were and why they were at the ARIAs. Their response was “Just 808. Hashtag it”. Thanks guys, that was #helpful.

Given the fact that whatever #get808 is, it is using some of the biggest technology companies (unsuccessfully) to get its message out, I decided to do a little bit of digging. At first I thought it may have been a campaign to promote a new digital channel of MTV or Foxtel given that it was so heavily featured at the ARIA night.

Apparently, #Get808 is a competition that is being promoted by The New Royals Pty Ltd. The prizes in the competition include t-shirts valued at $12 each, entry to the 808 launch party and for one lucky person, a ‘money can’t buy experience’ – valued at $6,000.

The fact that this mystery ‘thing’ being promoted is called ‘808’ and was promoted at an awards music night, it must have something to do with a pending launch of something new in the realm of music. I have to say though, the social campaign sucks. If you’re a hardcore hipster, you probably like it because it’s not utilising Facebook, Twitter and Instagram which I’m sure you discovered first in the ‘mainstream’ way.

I guess all will be revealed on December 8th as stated in the competitions terms and conditions.

Until then, can anybody tell me when ‘selfie’ sticks on the red carpet became a thing?