Morton Salt aims to entice millennials with OK Go partnership

Music can be a crucial component to tapping into younger audiences. Here’s how Morton’s brand managers hoped to that with their latest marketing effort.

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Morton Salt has taken a very unsalted approach to a new marketing effort.

The brand has announced plans to partner with indie band OK Go.

The effort is part of a larger campaign around the theme, “Walk Her Walk.”

OK Go is known for making intricately choreographed videos. Its latest, for the song “The One Moment,” was shot in just over four chaotic, paint-exploding seconds but is played in slow motion over four minutes. The last seven seconds should be noteworthy to marketers:

The video contains 325 choreographed events in the 4.2 seconds that it took to film it. The campaign’s message, on the other hand, is fairly simple: A lot can happen in a moment—even a positive change in the world.

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