The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
Looking to ramp up appeal among Women and Millennials, we delivered the Oscars' first ever product integration, featuring Ellen using a Samsung Galaxy Note 3 for an epic celebrity selfie. It was a record setting moment, with 3.4 million re-tweets overwhelming and crashing the Twitter platform. Pop-cultural impact and social engagement was phenomenal with over 4.8 billion impressions, generating a huge earned media value for our client, a lift in likelihood to recommend Samsung and a gain in market share among women relative to Samsungs primary mobile competitor.
Client: Samsung Telecommunications America
Agency: Starcom MediaVest Group
The Spoils of Babylon Series Launch
Challenge: Launch IFCs The Spoils of Babylon, an epic mini-series based on a legendary fake book by author Eric Jonrosh (played by Will Ferrell), without referencing Ferrell. Solution: Get "method" with the marketing and make Spoils and Jonrosh feel like a real novel and author. Execution: Put the book on-sale, but always sold out. Posted Jonrosh reviews of other book-to-film adaptions online and inside branded Little Free Libraries. Re-surfaced a making-of documentary, and had Jonrosh live-tweet every episode. Effectiveness: Biggest premiere in IFC history, nearly quadrupling ratings goals.