To raise awareness for Banana Republic’s second Mad Men collection, Attention embarked upon a multi-tiered approach, highlighted by the first ever in-flight fashion show, which was live tweeted by some of the world’s top fashion bloggers. The campaign resulted in the three separate exclusives across top fashion news outlets.
To drive awareness for Verizon FiOS within key DMAs, Attention worked with leading gaming network Machinima to create an engaging program that targeted gamers by demonstrating how FiOS and Xbox create the ultimate gaming experience together. The campaign included a sweepstakes tied to the Inside Gaming Awards, creative integration within the Machinima YouTube Homepage, and a 30 second “Why FiOS” video starring Machinima talent.
When Barbie and Ken rekindled their romance on Valentine’s Day, Ken courted her through Match.com, inspired a reality TV show on Hulu, and sold “You Are the Only Doll for Me” cupcakes at Magnolia Bakery to co-opt the audience for Mattel’s marquee product.
In driving tune-in for True Blood, Attention syndicated each of the Alan Ball filmed stand-alone minisodes through exclusive media partnerships both earned and bartered, through portals, geo-location services and blogs, to achieve one of the most watched Internet video campaigns in history.
To attract a younger consumer to Lancome’s line of eye shadow, Attention launched a cross-platform campaign to encourage customers to experience color. Users could actually try, share and buy the product all within a single application in multiple environments. As a result, Lancome generated extensive online sales, and sold out many of the palettes within the first month.
Attention developed a sampling application via Facebook to capture customer information for Bausch + Lomb’s latest product, Biotrue multi-purpose contact lens solution. The application helped drive additional opt-ins for trial and email communications.
Attention deployed street teams to create chalk art outside of Michelin’s newly appointed ‘Bib Gourmand’ restaurants for the chefs to find upon arriving the next morning. Viewers of the street art were directed to Michelin’s Facebook page, where we provided the complete list of rated restaurants, raising awareness of the selection and driving online guide sales.
Attention & VH1 launched an interactive Facebook application to promote engagement for their “Tough Love” reality show, in which users were invited to share their worst dating stories. Participants were chosen to receive prizes and interact directly with the show’s host, Steve Ward. Steve responded directly to fans through the Facebook application. For this popular application, we were able to secure great partnerships with the likes of Bliss, Buckyballs and Zagat.