An experiential activation at SXSW lets attendees get in on the con.
Heading into Season 2 of Bravo’s scripted series ‘Imposters’ we created an experience at the SXSW Interactive Festival that let attendees pull of a con of their own on Instagram. Three elaborate sets were installed in downtown Austin where guests could have pics taken as they appeared to be living the high life in a luxury yacht, private jet or lavish ice hotel. A second photo zoomed out to reveal the con.
Genius was a significant shift for National Geographic as it was its first attempt at scripted drama, so when they approached us to help spread awareness for the premiere, we knew would have to alter how people see the programming of National Geographic. But, when we found out the show was about Albert Einstein the man—as opposed to Einstein the famed scientist—the challenge became even more exciting.
In order to drive awareness of what the show was actually about, and to promote tune-in, our activations would have to showcase an unexpected side of Einstein, as well as National Geographic.
So, we created a Chatbot to allow fans to have a fun, interactive one-to-one experience with Einstein that would feel intimate and personal, while also keeping the show top-of-mind through push notifications leading up to the premiere, and beyond.
We didn’t stop there because time was on our side. Being that the March for Science was a week before premiere, we embraced this fantastic opportunity as a way to give Einstein a presence that felt true to his brilliant mind and his rebel heart.
Genius acted as an ally to marchers during the protest—providing shelter, wifi, electricity and support. On the ground, we saw the response first hand and knew we were effective. But, like any successful experiment, our victory was also proved by the numbers with over 700 MM total impressions and 60% new viewers welcoming National Geographic to their list of go-to networks.
For Malibu Rum, summer is the biggest time of the year. Malibu is the spirit of summer in a bottle, so we brought that spontaneous, bright, carefree feeling throughout 13 unique videos, showing a Malibu twist on typical summer activities (and some not so typical). But here’s the catch: viewers had to search for the videos to find them. At the end of each piece, we gave viewers playful clues that led them to another video and then another, eventually revealing two brand new Malibu Rum cocktail recipes. Which recipe you discovered depended on which videos you found, so there were multiple routes to get to the same place.
Our campaign was well-received and even written up in Digiday as a strong continuation of Malibu’s digital presence, increasing the brand’s profits by 4.3% in the past year alone.
WINNER, BEST USE OF VIDEO IN A SEARCH CAMPAIGN
2016 U.S. Search Awards
It all started as a crazy idea. No client in their right mind would ever buy #KidsAreDicks as a campaign hashtag, right? Wrong. Refreshingly wrong.
Using the main character of FOX’s newest and edgiest comedy, The Mick, as our starting point, we created a campaign based purely off of Mickey’s reckless, devil-may-care, and completely inappropriate approach to taking care of children. We launched #KidsAreDicks nationwide and gave our fans their own 15 seconds of fame by featuring their real tweets about kids being total d*cks on the largest billboard in Times Square. Fans found out about our billboard and hashtag through a series of promoted videos focusing on meetings between Mickey and two unprepared FOX execs. Hilarity ensues and we helped make the January 1st premiere of The Mick FOX’s biggest since empire.
Buy a Lady a Drink is a Stella Artois initiative that partners with Water.org to provide clean water for communities in the developing world.
Each year, three custom chalices are created by native artists and sold to increase water access around the world. This year, 58,000 chalices were sold, bringing clean water to 290,000 women and their families.
In the summer of 2015, 360i created the Oscar Mayer Wiener Rover. It was 1/5 the scale of the famous Wienermobile and built to go where "No Wienermobile had gone before,” as well as deliver hot dogs, of course. People went nuts over it, so why not keep that momentum going with a toy version just in time for the holiday season?
So for Cyber Monday 2015 we manufactured 100 Mini Wiener Rover's and partnered with Twitter to be one of the first brand’s to use their buy now ad unit.
- Mini Wiener Rover sold out every day in under 3 minutes
- Brand buzz increased by 120%
- 2.3 million total impressions
Not too shabby for a remote-control hot dog.
In order to avoid seeming unmanly, many men tend to need permission to enjoy perfectly enjoyable things, like Malibu rum. So, just in time for spring break, we introduced the Malibro: a dude who loves Malibu and isn’t threatened by the narrow social rules surrounding delicious fruity drinks.
Our three week-long campaign saw 10.6 MM impressions and a 58.10% video completion rate(compared to industry average of 10-15% for videos > 50 sec), and a very high positive reaction from our fans.
Hillshire Farm fans add fallen in love with creating Lit'l Smokies into characters so we took the print even further placing them into charming environments.
Creative Directors: Miranda Dean and Josh Schildkrut
Copywriter: Erika Yost
Food Stylist: Liz Duffy
Photographer: Johnny Miller
In one of the most saturated makeup markets, Revlon's new Lash Potion mascara was going to need a little magic to push them front.
Utilizing paid and social media we partnered with the MTV Movie Awards for a dramatic product reveal that was completely user generated. We asked fans to tweet their one true wish with #CASTASPELL for a chance to win the mysterious new Revlon product. Each tweet created a piece of the mosaic that would ultimately be revealed during the MTV Movie Awards.
Y&R had a huge anniversary coming up and wanted the advertising world to know.
Instead of making the conversation solely about Y&R ,we used our 90th Anniversary as a platform to open up conversation on what advertising is to the people who work in it and experience it every day. #AdvertisingIs prompted people to voice their opinions, and as the tweets came in we projected them in Times Square. We also created a digital mosaic that came together with every tweet sent in, and participants from all over the world could watch their tweet appear in Time Square through a live stream.
Hillshire Farm wanted to make their presence on Pinterest stronger than ever, so we created premium content for two of the brand’s main events: the Holidays and the Big Game. We concepted and created custom content around recipes and presentation ideas to help inspire consumer celebrations.
Then, to drive our consumers straight to Pinterest we created the first ever Pinterest-based online ad, letting users pin right to their boards without leaving their website.
A dynamic, parallax web experience used to announce Drink Up's campaign manifesto through scrolling.
Client: Michelle Obama and Partnership for a Healthier America