Red Hot Chili Peppers: Google Dani California

I led the teaser campaign for the Red Hot Chili Peppers’ Stadium Arcadium release. The band was still finishing recording their record, but they wanted to start the marketing immediately. The band and management wanted to “restart” all of the band’s imaging fearing that teenagers and younger had never heard or known of the Red Hot Chili Peppers. We knew the first single was going to be “Dani California”, but we hadn’t heard it yet, the band was still putting the final touches on it. All we got was a half finished lyric sheet. Lacking ideas, we Googled “Dani California” to see if we could find something that might spark some ideas, and sure enough the #1 result was a Wikipedia entry for Dani who happened to be a character Anthony Kiedis and the band had introduced in songs before. We decided to build the entire campaign around the story of the character, and we began the whole campaign simply with “Google Dani California”.

More details to come…

Google Dani California