BUSINESS OBJECTIVE

Build brand affinity by enhancing the fan experience at live events.

 

GUIDING QUESTION

How can Verizon create an exciting experience for the fans and viewers of Fashion Rocks, a televised concert/fashion show?

 

STRATEGY

Give fans a platform to amplify their conversation about the artists. Gamify the event to see which opinions ‘win’.

 

TACTICS

  • Created the Social Imprint, a fabric that was stitched in real time based on tweets about Fashion Rocks

  • Developed an in-depth digital strategy to guide viewers’ second-screen experience

 MY ROLE

  • Added social media insights to generate campaign idea

  • Developed overall channel strategy & user journey

  • Developed wireframes for Verizon’s owned campaign website

  • Briefed & oversaw development of digital display assets

RESULTS

  • Awarded Digiday’s Most Innovative Use of Content

  • 23% brand attribution

  • 173 million earned impressions

  • 118 million social media impressions

  • 37 million digital paid impressions

  • 15 thousand page views on Verizon’s online property