At this week’s Webbys, OK Go’s five-word acceptance speech for Film and Video Artist of the Year went a little something like this: “Fight for net neutrality now!” Now they’re taking the principle of the open, free-flowing Internet to new heights by not only offering fans an embeddable version of their new jam, “End Love,” but a free download of the vid as well.
You might remember that whole ordeal a few months back involving EMI and YouTube putting the kibosh on embeds of OK Go’s single, “This Too Shall Pass.” This led to the band releasing another, embeddable version of the song — courtesy of State Farm — and eventually leaving their label to form their own, Paracadute Recordings.
Well, with all that and a springy Internet trophy under their belts, the band is launching a pretty ambitious social media-driven campaign. Yes, they’re encouraging fans to share the new vid via embeds, but they’re also offering an incentive for their Facebook followers to spread the word. According to their Facebook Page, one winner will score an engraved iPad from OK Go — full of music and videos — simply for downloading the vid, sharing it on his/her wall and accruing the most comments. (Comments count as one point, “Likes” count as half a point). The contest ends at midnight PT on June 30, 2010.
To offer fans an impetus to publicize and review the video is a brilliant idea. Still, judging by the success of their previous vids, one has to wonder why OK Go needs to tempt folks with an iPad to get views.