Best Use of Video in a Social Media Campaign

Archived from the 5th Annual Shorty Industry Awards

Winners

TopChicret - Announcing Charlotte Free as New Face of #1 Cosmetic Brand in the World

Produced by: ICED MEDIA

Did You Hear? In order to announce model Charlotte Free as the new face of Maybelline New York, ICED Media created an original asset entitled #TopChicret. Our viral video campaign starring P’trique of “Sh*t Fashion Girls Say” and nearly 20 influencer cameos launched in April 2012 to worldwide acclaim. The buzzworthy asset earned coverage on an array of the most respected fashion outlets globally, including Vogue, Style.com, Elle, New York Magazine, Fashionista, Grazia, and more. In addition, our strategic use of influencer cameos ranging from editors, TV personalities, and musicians enabled us a broader reach, resulting in #TopChicret trending on Twitter within minutes of it's release. By capitalizing on the popularity of this trending meme amongst fashion insiders, Maybelline New York emerged as an innovator by becoming the first ever brand to partner with “Sh*t Fashion Girls Say”. As a result, the brand increased its relevance amongst the discerning fashion industry and the asset itself is still referenced today as a best-in-class example of branded content. <iframe width="560" height="315" src="https://www.youtube.com/embed/MUM-i-k--n0?rel=0" frameborder="0" allowfullscreen></iframe> Overall Reach: • More than 30 features totaling over 54 million monthly unique visitors • 535 Tweets Using #TopChicret resulting in over 3M organic impressions • Organic trending topic on Twitter

Finalists

TED Conferences LLC

TED is a nonprofit devoted to Ideas Worth Spreading. It began in 1984 as a conference bringing together people from three worlds: Technology, Entertainment, Design. Over the years TED has grown in scope and reach – offering two annual conferences, an award-winning TED Talks video site, the Open Translation Project and TED Conversations, the inspiring TED Fellows and TEDx programs and the annual TED prize – and, has successfully transformed into a global enterprise dedicated to transferring ideas across boarders and mediums. TED believes passionately in the power of ideas to change attitudes, lives and ultimately, the world. So we're building a network that offers free knowledge and inspiration from the world's most remarkable thinkers, as well as a community of curious souls to engage with ideas and each other. Ideas Worth Spreading are disseminated worldwide on TED.com, Facebook, Twitter and YouTube, Netflix, iTunes, Roku and hulu through TED Talks, short videos from TED, TEDGlobal, TEDx and partner organizations that address global issues, introduce creative approaches to finding solutions and encourage viewers to experience the world in a new light. TED boasts a massive global reach – over 600,000 YouTube Channel subscribers, 1.3 million Twitter followers, 2.5 million Facebook fans and over a billion views on TED.com – and an engaged audience that includes everyone from Bill Gates to high school students in Nairobi. And TED's Open Translation Project, which allows volunteers worldwide to translate TEDTalks into their own languages, has been buoyed up by 8,000+ translators, who have produced 25,000 translations in 85+ languages. In 2012 alone, over 300 new videos were released and shared socially, with topics spanning from Susan Cain’s look into the power of an introvert to Malcolm Gladwell’s tale of the Norden bombsight to Bunker Roy’s learnings from a barefoot movement to Pamela Meyer’s tips on spotting a liar to Vijay Kumar’s astounding display of flying quadrotors to Brené Brown’s studies of vulnerability, courage, authenticity and shame. With a new talk being shared every weekday, followers are introduced to some of the world's most fascinating minds – education radicals, tech geniuses, medical mavericks, business gurus and music legends – and invited to view short videos that address global issues, present creative solutions and encourage viewers to experience the world in a new light. These highly shareable, fully packaged TED Talks are designed to promote conversation and encourage the exchange of ideas.

Key & Peele: Obama's Anger Translator

Produced by: Comedy Central

President Obama, usually known for his cool-as-a-cucumber demeanor, lets his true feelings loose through his anger translator, Luther. In this web-exclusive, Luther says the things President Obama really has on his mind! Endorsed by the President himself, this web-series leveraged social media to become a true viral hit.To help promote the show Key & Peele as well as get the widest audience possible for the "Obama/Luther" videos, producers at Comedy Central used various forms of social media. The character of Luther has his own Twitter account (@ObamaTranslated) where he not only tweets out the latest “Obama/Luther” video, but where he also tweets about national events and engages fans. Each video has an embedded call to action encouraging fans to continue the conversation on Twitter. The subjects of the videos are pulled from the social sphere: producers of the series culled video topics from fan comments on Facebook, Twitter, and YouTube. It is a holistic approach to video: the character lives in video and uses his social persona to engage fans and find out what they would like to see.

Applegate Bacon Yule Log

Applegate = simple, natural, and no-fuss (with a sense of humor.) One of the simplest and enduring modern holiday traditions has been the WPIX Yule Log: A burning log in a fireplace beamed to millions of screens every Christmas Day, giving viewers the chance to enjoy the visual warmth and crackling of an open fire. Mint Advertising married the Yule Log concept with simple, natural, sizzling Applegate Sunday Bacon (as part of an overall “Season’s Meatings” social media campaign) to create tasty yuletide ambiance for iPads, laptops, smartphones, flat screens, and any other viewer with access to YouTube. The bacon was cooked in a working, wood-burning fireplace within a historic farmhouse (a nod to Applegate’s network of organic and natural farmers) on a real snow day. Everything about it is authentic, down to the flipping of the meat. No separate soundtrack was needed, because the natural crackling and popping was enough to make the clip completely mouth-watering. To make sure everyone got a virtual taste, the video and corresponding GIF were shared across social media channels, e-mail, on Applegate’s website, and were picked up by multiple press outlets including BuzzFeed (http://www.buzzfeed.com/rachelysanders/a-virtual-fireplace-made-out-of-bacon) and Grub Street (http://newyork.grubstreet.com/2012/12/watch-bacon-yule-log.html). Thanks to Applegate’s nearly 300,000 Facebook fans as well as thousands of bacon aficionados around the internet, the video had viral reach across networks and received more than 40k views over its holiday weekend launch. Fans were begging for smell-o-vision and a few set the YouTube video up on sites like Infinite Looper to keep the crackle going all day. One Redditor described the video as “30 minutes of bacon frying in scent-inducing drool-making 1080p.” The brand was able to reach and entertain their core audience over the holiday break with tasty content worth sharing, while also attracting the eyes of new customers, and they’ve established an annual tradition that could reappear for years to come.

JetBlue Getaways Presents, "Get Away With It!"

Produced by: Suite Spot/Ustream/Mullen/Unit9

People know JetBlue as an airline, but they don’t know that JetBlue offers flights, hotels, wheels and more via their JetBlue Getaways product. Our task: take a limited media budget and increase awareness of JetBlue Getaways in a crowded vacation package category. Our approach: break through the clutter and encourage participation with Getaways in a way that is uniquely JetBlue and unique to any category – the first-ever online game show using Skype. JetBlue Getaways presents Get Away With It, the first-ever live online game show hosted by Mark Hammerberg. The result was 13,000 applicants and hundreds of contestants participating via Skype for a chance to win fabulous grand prize vacation packages to destinations like Turks & Caicos and Las Vegas. http://www.youtube.com/watch?v=B91v5Ezd3ms <iframe width="560" height="315" src="http://www.youtube.com/embed/B91v5Ezd3ms" frameborder="0" allowfullscreen></iframe>Get Away With It was an instant hit with viewers through its use of comedy and trivia to create instant awareness for JetBlue Getaways. The key to the success of Get Away With It was the interactive and high quality broadcast made possible by the unique collaboration between Ustream, the pioneer in live social video streaming; Mullen, the creative agency and Suite Spot, producers of the complex show. This partnership resulted in an innovative five-day event that was seen live by 1.3 million cyberspace viewers and echoed across popular social media outlets. Built in HTML5 to be accessible from desktop, mobile, and tablet, the show aired five times a day daily from June 18 through June 22 2012. Audiences joined in the Get Away With It game show through Skype participation. It logged over twelve thousand online viewer hours with an average viewing time of 10 minutes. More than 13,000 total contestants signed up increasing Jet Blue Airways' awareness by 117%. There also was an abundance of coverage from traditional and online media outlets: The New York Times, Games.com, Yahoo!, Finance, Mashable, AdRants, Marketing Daily, MediaPost, PR Newswire, and Market Watch all covered the event across the five day live airing.

The Oliver Stone Interrogations

Produced by: Project C

Project C’s Award winning original video series, created for the feature film SAVAGES, were so meticulously crafted and well executed that Academy-Award winner Oliver Stone insisted he direct them himself. Does it get any cooler than that?! <iframe width="560" height="315" src="http://www.youtube.com/embed/S_Lfr6Aj0VA?list=PL8EF38792E5C83A3A" frameborder="0" allowfullscreen></iframe>The Interrogations webisodes were written, edited and produced entirely in-house by our creative team in Austin, Texas. They featured completely original dialogue, stylized cutting, & state-of-the-art post production that reflected the brilliant sensibilities and exceptional artistry of its titular celluloid guru. Oliver Stone proved the perfect foil to shrewdly cross-examine his characters as recreated “in-character” by the all-star cast of Salma Hayek, Benicio Del Toro, Taylor Kitsch, Aaron Johnson & Blake Lively. Project C maximized their unique talents and mercurial temperaments to fabricate some truly unforgettable moments of pathos, impudent humor and character development . <iframe width="560" height="315" src="http://www.youtube.com/embed/ULSWKO5KHx8?list=PL4CA2DA1BECE322B9" frameborder="0" allowfullscreen></iframe> All twenty-five episodes were presented online via YouTube, Twitter and Facebook in a hi-resolution, full screen format. Each character examination was segmented into five 1-minute long chapters that were designed to 1) be incrementally released by exclusive editorial partners, and 2) to be woven together as a collective experience, creating a visceral, sexy, and intense mosaic of artistry. This award winning (OMMA, W3, KEYART, PIXEL) creative content not only succeeded at spiking audience anticipation for the feature film’s release, it also delivered the goods on all things SAVAGES… with total “Baditude!” <iframe width="560" height="315" src="http://www.youtube.com/embed/gBtcwmu3nTY?list=PLF0A876E3FA15D4D3" frameborder="0" allowfullscreen></iframe>

Current Entries

Bringing Persian Back

Produced by: Bravo

The original music video “Bringing Persian Back” was created to excite loyal Shahs of Sunset fanatics about S2 premiere – driving buzz for the premiere with must share content while whetting the appetite of pop culture fans that had missed season one. The video engaged fans while simultaneously growing the fan base pre-premiere. The video debuted on Extratv.com, and has garnered roughly 350,000 views via multiple platforms including YouTube, Ryan Seacrest’s YouTube Channel, bravotv.com, Facebook, Twitter and Tumblr. Other videos that were released in this series include “How to Keep Your Moustache Sexy” and “Farsi Phrases” with 1,735,032 and 85,243 views respectively.The content here speaks for itself! Fans and future fans were excited to view content that showed the cast in a new light while playing on a favorite pop culture hit – Justin Timberlake’s “Bringing Sexy Back”. Bravo’s first music video connected with a phenomenon in the pop culture world, breaking down that barrier to sample, and creating a broader base of pop culture fans to engage with and become hooked by the Shahs cast in advance of the premiere. By premiere day, the video’s roughly 350k+ views helped drive record setting ratings performance on premiere day. Fans couldn’t get enough of the video, spurring excitement and comments anticipating the premiere. Shahs of Sunset premiere ratings delivered 2.3 million total viewers and 1.4 million in A18-49. The season two premiere was up +102% among A18-49 and up 106% among total viewers from the season one premiere.

Domino's Voter Boot Camp

How do you capture the social buzz of a Presidential Election--without getting, you know, political? Domino's threw down the gauntlet to Mint Advertising and our response was to create their first Facebook app and social campaign optimized for both desktop and mobile devices. With "Domino's Voter Boot Camp" fans were able to view humorous videos and image match-ups then "practice" voting every day leading up to the election. Users also had the option to submit "write-in candidates" and speeches to win gift card prizes. The app was supported with daily postings of animated shorts and product shots that greatly increased traffic and engagement on Domino's Facebook wall and Twitter feed. Domino's Voter Boot Camp was able to successfully attach itself to the buzz surrounding the 2012 Presidential election without taking sides or coming off political. Which is no easy task. As Domino’s first ever Facebook app optimized for both desktop and mobile, Voter Boot Camp allowed users to have greater interaction with the brand. Its topical “practice voting” theme allowed for months of original content and helped to increase overall fan engagement on Domino’s Facebook and Twitter pages. The app also served as a platform for a successful contest that helped to generate user submitted content. Ultimately it was the relationship built between client and agency that allowed for timely creation, approval, and daily posting of videos and images as well as the changes on the fly that are necessary to achieve maximum user engagement in a digital space.

Pine-Sol's Un Canto Al Cambio

Produced by: The Axis Agency

Pine-Sol launched “Un Canto Al Cambio”, to honor Latina women and their individual stories of transformation; celebrating their unique power to positively transform their homes and local communities. “Un Canto Al Cambio” was a unique online contest through which consumers had the opportunity to share their personal stories of change, hope and perseverance with Latino audiences worldwide for the chance to win the grand prize of $10,000 and have their story turned into an original song by music recording artist, actress and former Miss Universe Denise Quiñones. Mini-documentaries of the finalists were created for consumers to view and vote for their favorite one. These were shared on both YouTube and the brand’s Facebook page to inspire the Latino community and encourage them to pursue their dreams. Un Canto Al Cambio should be considered for this category because it allowed the program finalists to share their life story - via an online video - not only with the other participants, but also with the Latino community throughout the US, with hope of inspiring them to pursue their dreams. Once the three finalists were chosen, our team traveled to their homes where we spent time getting to know each person so we could accurately portray their life stories through a mini-documentary. We met their families, listened to everyone’s stories and tried to see everything through their eyes. From the mother of two that underwent chemotherapy for breast cancer, to a hopeless romantic who left her job and moved away from her family to follow the love of her life, to a young mom who dreamed of launching her own business – each and every one of their stories exemplified what “Songs of Change” truly are. Once finalized, the mini-documentaries were shared on YouTube and the brand’s Facebook page for the rest of the Latino community to view and be inspired by these women’s lives. We believe that this program is unique in the sense that it was shaped by its consumers and the lives of the individuals that shared their stories. It did not only allow one person to win $10,000 and turn their personal story into a song, but also the chance to create a lasting video that continues to inspire and motivate those who view it.

Key & Peele: Obama's Anger Translator

Produced by: Comedy Central

President Obama, usually known for his cool-as-a-cucumber demeanor, lets his true feelings loose through his anger translator, Luther. In this web-exclusive, Luther says the things President Obama really has on his mind! Endorsed by the President himself, this web-series leveraged social media to become a true viral hit.To help promote the show Key & Peele as well as get the widest audience possible for the "Obama/Luther" videos, producers at Comedy Central used various forms of social media. The character of Luther has his own Twitter account (@ObamaTranslated) where he not only tweets out the latest “Obama/Luther” video, but where he also tweets about national events and engages fans. Each video has an embedded call to action encouraging fans to continue the conversation on Twitter. The subjects of the videos are pulled from the social sphere: producers of the series culled video topics from fan comments on Facebook, Twitter, and YouTube. It is a holistic approach to video: the character lives in video and uses his social persona to engage fans and find out what they would like to see.

TED Conferences LLC

TED is a nonprofit devoted to Ideas Worth Spreading. It began in 1984 as a conference bringing together people from three worlds: Technology, Entertainment, Design. Over the years TED has grown in scope and reach – offering two annual conferences, an award-winning TED Talks video site, the Open Translation Project and TED Conversations, the inspiring TED Fellows and TEDx programs and the annual TED prize – and, has successfully transformed into a global enterprise dedicated to transferring ideas across boarders and mediums. TED believes passionately in the power of ideas to change attitudes, lives and ultimately, the world. So we're building a network that offers free knowledge and inspiration from the world's most remarkable thinkers, as well as a community of curious souls to engage with ideas and each other. Ideas Worth Spreading are disseminated worldwide on TED.com, Facebook, Twitter and YouTube, Netflix, iTunes, Roku and hulu through TED Talks, short videos from TED, TEDGlobal, TEDx and partner organizations that address global issues, introduce creative approaches to finding solutions and encourage viewers to experience the world in a new light. TED boasts a massive global reach – over 600,000 YouTube Channel subscribers, 1.3 million Twitter followers, 2.5 million Facebook fans and over a billion views on TED.com – and an engaged audience that includes everyone from Bill Gates to high school students in Nairobi. And TED's Open Translation Project, which allows volunteers worldwide to translate TEDTalks into their own languages, has been buoyed up by 8,000+ translators, who have produced 25,000 translations in 85+ languages. In 2012 alone, over 300 new videos were released and shared socially, with topics spanning from Susan Cain’s look into the power of an introvert to Malcolm Gladwell’s tale of the Norden bombsight to Bunker Roy’s learnings from a barefoot movement to Pamela Meyer’s tips on spotting a liar to Vijay Kumar’s astounding display of flying quadrotors to Brené Brown’s studies of vulnerability, courage, authenticity and shame. With a new talk being shared every weekday, followers are introduced to some of the world's most fascinating minds – education radicals, tech geniuses, medical mavericks, business gurus and music legends – and invited to view short videos that address global issues, present creative solutions and encourage viewers to experience the world in a new light. These highly shareable, fully packaged TED Talks are designed to promote conversation and encourage the exchange of ideas.

Level Up Choose Your Battle Campaign

Produced by: Cartoon Network

To promote the second season of Level Up, Cartoon Network's live action comedy series about high school friends who encounter their online foes in real life, the Level Up: Choose Your Battle experience was created and launched on YouTube (http://youtu.be/aAlsI9bv-YM). This interactive experience lets users choose their own Level Up battle, weaving originally shot video with existing show footage to allow users choose a leak (foe) and a heroic character to engage it in battle. With bad guys leaking out of the video game world and into ours, fans are able to help the Level Up team send them back where they belong. There were a number of objectives for this interactive experience including: • Create awareness and promote tune-in • Effectively represent the show brand and characters • Enable fans to test their knowledge of the characters and their enemy battles • Provide an evergreen solution that will effectively represent the property for successive seasons Level Up is a show squarely aimed at boys, 6 - 14, and throughout its first season was the #1 series in its time period with all key boys. In the development of the Level Up: Choose Your Battle experience, YouTube was identified as having the best venue and opportunity for promotion, especially with the popularity of the Cartoon Network YouTube Channel. Clearly providing the ability to reach our audience, the strategy was to conceptualize a comparable experience that would emulate the show and test the fan knowledge of the characters and situations. Tactics/Execution: The conceptualization and development of the Level Up: Choose Your Battle experience had a lead time of 3 months, which allowed for the perusal of scripts, episodes and all existing video that could be plotted into the interactive storyline that was being constructed. Those missing areas would be shot as original footage on a soundstage and be seamlessly choreographed and ultimately placed alongside existing video. Using a matrix, each response to a question was mapped out with a scenario of what happens if this or that is used as an answer. Tactical approaches and challenges included the following: • Plotted out the entire storyline with an original video production to establish the intent of the experience and how the flow of the experience would evolve with each question response • Culled video from the previous season to enable video battles with a necessity of these battles to being clean and quick - meaning the foe was exterminated in only one effort • Shot original video to introduce and further represent the personality of each character and their super abilities • Introduced some of the more popular characters that appeared in the season and who caused trouble for the Level Up gang • Thoughtfully embedded the Level Up graphics throughout the experience to impress the brand To date, the Level Up: Choose Your Battle experience has garnered over 736k plays which dwarfs the average Level Up YouTube video view by over 200%. The campaign also delivered close to 2 Million impressions, helping to drive our target audience to tune-in to the season premiere.

The Oliver Stone Interrogations

Produced by: Project C

Project C’s Award winning original video series, created for the feature film SAVAGES, were so meticulously crafted and well executed that Academy-Award winner Oliver Stone insisted he direct them himself. Does it get any cooler than that?! <iframe width="560" height="315" src="http://www.youtube.com/embed/S_Lfr6Aj0VA?list=PL8EF38792E5C83A3A" frameborder="0" allowfullscreen></iframe>The Interrogations webisodes were written, edited and produced entirely in-house by our creative team in Austin, Texas. They featured completely original dialogue, stylized cutting, & state-of-the-art post production that reflected the brilliant sensibilities and exceptional artistry of its titular celluloid guru. Oliver Stone proved the perfect foil to shrewdly cross-examine his characters as recreated “in-character” by the all-star cast of Salma Hayek, Benicio Del Toro, Taylor Kitsch, Aaron Johnson & Blake Lively. Project C maximized their unique talents and mercurial temperaments to fabricate some truly unforgettable moments of pathos, impudent humor and character development . <iframe width="560" height="315" src="http://www.youtube.com/embed/ULSWKO5KHx8?list=PL4CA2DA1BECE322B9" frameborder="0" allowfullscreen></iframe> All twenty-five episodes were presented online via YouTube, Twitter and Facebook in a hi-resolution, full screen format. Each character examination was segmented into five 1-minute long chapters that were designed to 1) be incrementally released by exclusive editorial partners, and 2) to be woven together as a collective experience, creating a visceral, sexy, and intense mosaic of artistry. This award winning (OMMA, W3, KEYART, PIXEL) creative content not only succeeded at spiking audience anticipation for the feature film’s release, it also delivered the goods on all things SAVAGES… with total “Baditude!” <iframe width="560" height="315" src="http://www.youtube.com/embed/gBtcwmu3nTY?list=PLF0A876E3FA15D4D3" frameborder="0" allowfullscreen></iframe>

Applegate Bacon Yule Log

Applegate = simple, natural, and no-fuss (with a sense of humor.) One of the simplest and enduring modern holiday traditions has been the WPIX Yule Log: A burning log in a fireplace beamed to millions of screens every Christmas Day, giving viewers the chance to enjoy the visual warmth and crackling of an open fire. Mint Advertising married the Yule Log concept with simple, natural, sizzling Applegate Sunday Bacon (as part of an overall “Season’s Meatings” social media campaign) to create tasty yuletide ambiance for iPads, laptops, smartphones, flat screens, and any other viewer with access to YouTube. The bacon was cooked in a working, wood-burning fireplace within a historic farmhouse (a nod to Applegate’s network of organic and natural farmers) on a real snow day. Everything about it is authentic, down to the flipping of the meat. No separate soundtrack was needed, because the natural crackling and popping was enough to make the clip completely mouth-watering. To make sure everyone got a virtual taste, the video and corresponding GIF were shared across social media channels, e-mail, on Applegate’s website, and were picked up by multiple press outlets including BuzzFeed (http://www.buzzfeed.com/rachelysanders/a-virtual-fireplace-made-out-of-bacon) and Grub Street (http://newyork.grubstreet.com/2012/12/watch-bacon-yule-log.html). Thanks to Applegate’s nearly 300,000 Facebook fans as well as thousands of bacon aficionados around the internet, the video had viral reach across networks and received more than 40k views over its holiday weekend launch. Fans were begging for smell-o-vision and a few set the YouTube video up on sites like Infinite Looper to keep the crackle going all day. One Redditor described the video as “30 minutes of bacon frying in scent-inducing drool-making 1080p.” The brand was able to reach and entertain their core audience over the holiday break with tasty content worth sharing, while also attracting the eyes of new customers, and they’ve established an annual tradition that could reappear for years to come.

Batalha de Makes CAPRICHO

Produced by: Capricho

CAPRICHO has a huge audience of girls who love the brand CAPRICHO. Many of them access www.capricho.com.br in search for the best content. With that in mind, the brand created quality content at low cost and decided to give a prize to the readers: to appear on the CAPRICHO website. The Batalha de Makes was a widespread competition where the girls sent in their own make-up tutorial videos. In each edition, 8 finalists are selected to begin a 7-week competition on the CAPRICHO website. Batalha de Makes is a large-scale tutorial competition between girls that love make-up. Each week two of them send in their video to be disputed over and voted upon by the public. Generated from the user’s content, this project offers quality service and increases participation on the website. In the first edition of Batalha de Makes there were 400 girls signed-up. In the second, there were 800 sign-ups. In each edition, 8 finalists are selected to begin a 7-week competition. First season: http://capricho.abril.com.br/batalha-makes/primeira-temporada/ Second season: http://capricho.abril.com.br/batalha-makes/ Each season received approximately 500 thousand votes from readers and generated a huge amount of activity in social networks. The announcement for the competition is done over Facebook (http://www.facebook.com/photo.php?fbid=10152218804215252&set=a.10150177125150252.432375.49941245251&type=1 ), the videos were posted on Youtube (http://www.youtube.com/watch?v=LuSG1xzOxV0&list=UUz6Pr0KLinJBZxhDHmBAu6g&index=16 ) and the campaign for votes was done on Twitter (https://twitter.com/search/realtime?q=%23batalhademakes&src=typd ). The participation was so enormous that during the month of Batalha de Makes the traffic generated by Twitter for CAPRICHO increased 20%. The videos can be seen on the following links: http://capricho.abril.com.br/batalha-makes/videos/primeira-temporada.shtml http://capricho.abril.com.br/batalha-makes/videos/segunda-temporada.shtml

JetBlue Getaways Presents, "Get Away With It!"

Produced by: Suite Spot/Ustream/Mullen/Unit9

People know JetBlue as an airline, but they don’t know that JetBlue offers flights, hotels, wheels and more via their JetBlue Getaways product. Our task: take a limited media budget and increase awareness of JetBlue Getaways in a crowded vacation package category. Our approach: break through the clutter and encourage participation with Getaways in a way that is uniquely JetBlue and unique to any category – the first-ever online game show using Skype. JetBlue Getaways presents Get Away With It, the first-ever live online game show hosted by Mark Hammerberg. The result was 13,000 applicants and hundreds of contestants participating via Skype for a chance to win fabulous grand prize vacation packages to destinations like Turks & Caicos and Las Vegas. http://www.youtube.com/watch?v=B91v5Ezd3ms <iframe width="560" height="315" src="http://www.youtube.com/embed/B91v5Ezd3ms" frameborder="0" allowfullscreen></iframe>Get Away With It was an instant hit with viewers through its use of comedy and trivia to create instant awareness for JetBlue Getaways. The key to the success of Get Away With It was the interactive and high quality broadcast made possible by the unique collaboration between Ustream, the pioneer in live social video streaming; Mullen, the creative agency and Suite Spot, producers of the complex show. This partnership resulted in an innovative five-day event that was seen live by 1.3 million cyberspace viewers and echoed across popular social media outlets. Built in HTML5 to be accessible from desktop, mobile, and tablet, the show aired five times a day daily from June 18 through June 22 2012. Audiences joined in the Get Away With It game show through Skype participation. It logged over twelve thousand online viewer hours with an average viewing time of 10 minutes. More than 13,000 total contestants signed up increasing Jet Blue Airways' awareness by 117%. There also was an abundance of coverage from traditional and online media outlets: The New York Times, Games.com, Yahoo!, Finance, Mashable, AdRants, Marketing Daily, MediaPost, PR Newswire, and Market Watch all covered the event across the five day live airing.

TopChicret - Announcing Charlotte Free as New Face of #1 Cosmetic Brand in the World

Produced by: ICED MEDIA

Did You Hear? In order to announce model Charlotte Free as the new face of Maybelline New York, ICED Media created an original asset entitled #TopChicret. Our viral video campaign starring P’trique of “Sh*t Fashion Girls Say” and nearly 20 influencer cameos launched in April 2012 to worldwide acclaim. The buzzworthy asset earned coverage on an array of the most respected fashion outlets globally, including Vogue, Style.com, Elle, New York Magazine, Fashionista, Grazia, and more. In addition, our strategic use of influencer cameos ranging from editors, TV personalities, and musicians enabled us a broader reach, resulting in #TopChicret trending on Twitter within minutes of it's release. By capitalizing on the popularity of this trending meme amongst fashion insiders, Maybelline New York emerged as an innovator by becoming the first ever brand to partner with “Sh*t Fashion Girls Say”. As a result, the brand increased its relevance amongst the discerning fashion industry and the asset itself is still referenced today as a best-in-class example of branded content. <iframe width="560" height="315" src="https://www.youtube.com/embed/MUM-i-k--n0?rel=0" frameborder="0" allowfullscreen></iframe> Overall Reach: • More than 30 features totaling over 54 million monthly unique visitors • 535 Tweets Using #TopChicret resulting in over 3M organic impressions • Organic trending topic on Twitter