Are you part of Radio 1’s #BreakfastClique?

By on Monday, January 21, 2013

What is the #BreakfastClique you ask? A celebrity social media campaign by Nick Grimshaw’s Radio 1 Breakfast Show.

A hilarious set of videos and ‘making of’ clips have been released on Radio 1’s YouTube channel.

Radio 1 Breakfast Show host Nick Grimshaw is the main man in a star-studded music video featuring A-list celebs, Radio 1 DJs and real listeners, as part of a campaign to promote the show.

The #BreakfastClique campaign, sees the story behind the video charted through four spoof documentary episodes – including Kelly Clarkson turning ‘gangsta’, Conor Maynard with an over-inflated ego and Wretch 32 as a wise rap guru, One DirectionFearne Cotton and Nicole Scherzinger to name a few – released on YouTube and embedded into Facebook and Twitter. The video itself was revealed on 11th Jan via the Radio show’s social media channels, and has also been shown on various BBC channels.

The campaign was created by Telegraph Hill, who’s director and founder said:

The aim of the campaign is to tap into the huge followings of these stars by offering their fans something new, exciting and born out of Grimmy’s show. Getting these real fans on board spreads the word of Radio 1 to huge new audiences at grassroots level and brings big numbers to the Breakfast Show.

We wanted this campaign to feel rooted in Nick’s humour and sense of mischief, and that’s really worked. It’s his music video, and his relationship with the celebs drives the campaign in a very real way.

I absolutely love it, especially the making of clips, allowing you to get a real behind the scenes into it all, and almost see it as a webisode.

The Final Masterpiece:

Behind the scenes 1 w/ Kelly Clarkson:

Behind the scenes 2 w/ Conor Maynard:

Behind the scenes 3 w/ Carly Rae Jepson:

Behind the scenes 4 w/ Radio 1 DJ’s:

What do you think, creative, viral, funny?

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