Returning for the premiere of its fifth season, Game of Thrones was looking to break new fan engagement records. So we tempted everyone with a challenge: #CatchDrogon, the first worldwide social dragon hunt. To do this, we completely gamified Twitter, setting the rules that fans must set bait, wait and - if Drogon appears - retweet him within two minutes. Otherwise, he'll be gone.
By premiere time, we not only added 45,000 new followers for GoT on Twitter, but #CatchDrogon saw over 1.03 billion impressions.
The Game of Thrones handle kicked off the game on the day of the Season Five premiere. Within two hours, #CatchDrogon was trending ahead of Masters Sunday.
Example of Brand Participation
State Farm/NBA - Film
State Farm agents and NBA point guards have one thing in common: they were born to assist. So we created twins Cliff and Chris Paul, brothers separated at birth whose story, chapter by chapter, creates an assist fable.
Born to Assist
Born to Assist 15
The Power of an Assist
Legacy of the Assist
Legacy of the Assist 15
Legacy of the Assist 15
Future of the Assist
State Farm ID
To bring Cliff Paul to life for fans, we collaborated with Jordan brand to create his signature argyle and Cliff touches in the launch of Jordan CP3 on iD. This resulted in the first shoe and apparel line that's Worn to Assist from the brothers who were Born to Assist.
Worn to Assist
Players can’t stop talking about McDonalds. Even on the football field. This campaign was the first brand to use the popular influencer Bad Lip Reading to help demonstrate players immense love for Mighty Wings and more.
In fact, this campaign was early credited for understanding how to advertise to the ever elusive Millinneal audience.
McDonald's Mighty Wings
McDonald's Dollar Menu
In the age of makeovers, only a department store like Macy's could pull off the biggest of them all: The Million Dollar Makeover. We recruited Clinton Kelly of What Not to Wear and introduced this online series that became a TV show. We received over 20,000 entries, narrowed down to 8 participants and gave one lucky woman the dream of her life.
Macy's Million Dollar Makeover
Tune In Promo
Any other jingle just isn't the same.
For children, the holidays are magical. And this augmented reality app for Macy's brought magic to life in the form of the the popular character, Virginia.
Macy's Believe-O-Magic App
CBS The Early Show
And, with the help of carefully choreographed puppeters, Virginia even brought her magic to the talk show circuit.
Silicon Valley and Game of Thrones were launching on the same night. So what to do? Create a cross-promotional web series in which "geek" culture could truly geek out. "Chattin' Thrones" successfully launched to fan love that received 2,300,000+ plays in a week.
Silicon Valley: Chattin' Thrones - Sansa (HBO)
Silicon Valley: Chattin' Thrones - Tyrion (HBO)
Silicon Valley: Chattin' Thrones - The Red Wedding (HBO)
Silicon Valley: Chattin' Thrones - The Hound (HBO)
Brew 250+ varieties. Brew a cup or carafe. Brew for One. Brew for All. Whoever might appear.
As a standalone streaming service, HBO NOW is the perfect way for Millennials to cut the cable cord - and the parental cord. Really, it's HBO's way of saying, "Welcome to Adulthood."
So we created #StartingNOW, an activation in which HBO NOW provided help and advice for Millennials as they entered the next stage in life. This included a site from which people could send actual audio "Good Luck" greeting cards, as well as a PopKey Gif keyboard with shareable messages.
If you can't sleep, then you can't dream. And that means your dreams are desperately bored without you. Not your typical way to promote a sleep drug, but it worked.
House of Cards
State Farm takes the mystery out of insurance for everyone. Even cartoon characters.
The TV landscape has grown exponentially, making it difficult to know what’s actually good versus a waste of time. So to entice people toward HBO NOW, we reminded people that HBO has only ever put out high-quality programming, and they have a massive catalogue on demand to prove it.
We struck up a fertile social conversation around the greatest HBO viewing of all time, knowing that it would get people talking. And we spurred it on with Gifs and cards that instigated fans and celebs to participate.
Based on chatter, we created the greatest 24-hour playlist and offered it for free, resulting in views of the selected shows increasing by 200% on HBO NOW. That ultimately drew them back to the world of HBO and away from the clutter elsewhere.
The Winners Announced
Greatest Fan Ever
A super fan went so far as to watch all 24 hours and document her experience.