Girls Who Code x Doja Cat | DojaCode
Participating Company: RCA Records
Grand Clio: Music Marketing, Partnerships & Collaborations
Platinum-selling pop star Doja Cat has invited fans to edit the video for her single, “Woman,” as part of an interactive experience from the nonprofit Girls Who Code. There is the regular music video on YouTube. And then there’s an interactive version, dubbed “DojaCode,” which allows visitors to modify aspects of the film and unlock Easter eggs using basic coding languages.
Within hours of its launch, DojaCode was everywhere. Over 150,000 people coded the video in the first week alone. Thousands of people were capturing and sharing the experience on social platforms with massive global reach. In the first two weeks, DojaCode raised $9.8 million in earned coverage.
“We know firsthand that girls and young women are among today’s most powerful creators and changemakers,” said Tarika Barrett, CEO of Girls Who Code. “However, too few know that they can have a career in IT and that it can open up a whole future of possibilities to feed their passions. Learning to code allows you to change the world around you.”
The campaign was produced in collaboration with RCA Records, Mojo Supermarket and Active Theory.