Project Main Details
• Audio files must be delivered via email AND
• Audio files must be delivered via FTP/Dropbox/Google Drive/cloud
titles or supers are bold
a/v suggestions are italicized
VO is red
#bieberbomb by the numbers
exists: FW13 bieber video, BTS or brand
VO: There is a singer named Justin Bieber. You may have heard of him.
70,000,000 - 70,000,001 (estimated) Beliebers
VO: He has a rather large following. You may have heard them-
screaming girls from A Hard Day’s Night
VO: These kids are dedicated and fiercely loyal. They deserve something special.
give them something special
build NEO love
VO: How do you do something customized for as many individuals as possible?
VO: Holiday photos are ubiquitous. Justin loves to photobomb. Twitter was introducing its new image functionality.
VO: Hit blend.
in huge type filling the screen
VO: Justin got excited about it.
1 CTA ignited a firestorm of excitement
VO: Participation was fun and easy.
2 ace moderators fanned the flames
world map with pins in Amsterdam and PDX
VO: It met the audience on their turf and spoke their language.
resulting in over 5000 submissions each day via twitter
show entries flipping through
making for 1 crazy week
quick cut footage of activation days/nights
VO: As with many simple ideas, the implementation was anything but. You can't automate a hands on experience, so it was all hands on deck for several long days.
speed through these subs over edited footage of activation days/nights
1 content management system
10 digital image manipulators
48 granola bars
362 red vines
(# redacted) beers
and countless laughs
1000 Bieberbombs were built and tweeted over 3 long days
jam through many many many of these. slow down to make it seem like it is wrapping up- then dive back in, have fun with it, mess with the viewer a little bit
VO: NEO responded in real time, like a real person, with something unique and memorable. That immediacy and hands-on aspect really resonated with the audience.
the effort payed off
speed through these number, they rollup through screen, filling and consistent
107K + tweeted images using #neobieberdays
106K + were actively engaging with the brand directly
460 million users reached
1,486 new followers during the activation
VO: It was a huge success. The audience loved it. Even the designers had a good time. There were many extra curricular Bieberbombs that, for good reason, will never see the light of day.
then the 1,1,1 are type alone on slide
1 trending topic
1 happy client
1 killer experience
VO: Bieberbomb cut through the holiday chatter with a media buy of exactly zilch.
media = $0
(adjusted for inflation)
VO: We didn’t need it. We met them on their turf, on their terms, in their language.
VO: We made their day. And they made ours.
*no Biebers or Beliebers were injured in the making of this activation
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