The Social Imprint

Branded Entertainment

 
 
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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

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