Maybe the best campaign ever?

This is what content is meant to be

This is the overview.

This is the final performance.

Want to demonstrate your product?

Want to really demonstrate your product?

Want to do some serious selling?

Want to build a fabulous brand?

Want to involve the world?

Want to create amazingly committed fans?

Want to create content that really fits who you are and what you are selling?

Do this.

Hire the legendary rocker Iggy Pop in Miami, Florida. Then, audition musicians to perform with him on a re-record of The Passenger. Well, OK? What’s smart about that?

Do it live over the internet.

With Iggy in Miami.

And the musicians in New Zealand.

That’s what Orcon, a broadband company in New Zealand, did recently under the leadership of a remarkable brand builder, Duncan Blair. He is Orcon’s Head of Brand and Communications. In private life, he is a drum and bass DJ known as phixx.

Kiwi musicians were recruited to audition on Facebook. Iggy reviewed the auditions in Miami and conducted the final performance via Skype, one laptop per musician.

Together, they just won a prestigious Gold Lion at Cannes.

This is probably the best idea ever created and produced online.

And given how rare great ideas really are, maybe you can delete the word 'online'.