Microsite and video submission contest
Prior to this campaign, Rocawear traditionally spent most of its ad budget on print campaigns (Vibe, Source, XXL, etc.), however, they wanted to do a large program to focus on overcoming adversity and decided that the digital space was the best medium for it. Since they had little experience in the online space, but knew that BlackPlanet had their audience, they came to us for some help. After many meetings with their marketing department, their creative team, and Jay-Z's manager, we put together a very large program that focused around a microsite that we built. The concept was that users could submit a video about their struggle to persevere and succeed in the face of hardship. We posted some feature videos of celebrities' stories to get the ball rolling (from Ciara to Chris Brown to Caesar, the winner of BlackPlanet's Wired For Battle '06). Users got to submit and vote on their favorites with the top rated videos being sent to Rocawear to select two winners, both of whom were to star in Rocawear’s next ad campaign. The page had downloadable wallpapers, buddy icons, and badges (which users could post on their BlackPlanet and MySpace profiles to drive people to their videos to vote). There was also celebrity integration on television programs to drive buzz, in addition to some radio interviews. When all was said and done, the program had millions of video views and hundreds of thousands of votes. Rocawear was so happy that they reached out to us to begin working on the next one before it even finished!
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