Ever heard of Justin Bieber? I thought so. For his movie release campaign, my team leveraged his 10 million Twitter followers and 25 million FB fans, and created a psuedo-holiday surrounding the movie release. The campaign was crowned #NSNWeekend - complete with exclusive party favors the week prior to release.
We created a countdown to NSN Weekend to hype the release and our microsite featured a ticking clock that prompted users to login via Facebook and RSVP to a global viewing event or create their own viewing party events via the Facebook API.
Every day, we unlocked exclusive party favors ranging from Bieber-Berry Cupcake recipes to life-sized posters of Justin, Chrome themes, concert clips and more. A secondary Facebook app called Pic Me JB had roughly 3,000 people a day show Justin some love by putting him in their profile pic.
Deliverable:
• Collaboration with creative team to strategize content for microsite and social platforms
• Development of on-brand copy for web, navigation, social messaging, and marketing promotions
• Partnership with UX team to define user models and interfaces for features
• Participation in usability reviews of site designs to refine content, navigation, and functionality
• Content compliance with corporate standards, web style guides, and legal