Airwalk - Unsigned Hero - Road to Austin
Integrated Campaign
T1M's Contribution:
AnalyticsCreative
Social Media
Strategy
Technology
User Experience
Challenge:
Airwalk premiered their “Unsigned Hero” campaign in 2008 by selecting a new breakthrough musical artist using an online voting system. They knew they could build upon their success in the second year with the right digital agency partner. The1stMovement was tasked with creating a new, vibrant integrated online campaign that would take Airwalk to the next step and beyond. We knew getting more and higher quality band submissions was critical and that social media (Facebook, MySpace) would play an important role.
Result:
We revamped the design and architecture of the site from the ground up to create an integrated online system where visitors could listen to each band’s song and watch a video. To encourage voting - one of Airwalk's key objectives - we designed a promotional giveaway that was cross-promoted through Facebook and MySpace. Over 500 bands entered the contest (4x that of the previous year) with 86,000 votes cast. Overall impressions and visits to the campaign went up over 7x more than that of the previous year. Together all of this made the 2008 Airwalk Unsigned Hero online campaign the most successful campaign of its kind.
Link:
http://www.airwalk.com/ush
Airwalk premiered their “Unsigned Hero” campaign in 2008 by selecting a new breakthrough musical artist using an online voting system. They knew they could build upon their success in the second year with the right digital agency partner. The1stMovement was tasked with creating a new, vibrant integrated online campaign that would take Airwalk to the next step and beyond. We knew getting more and higher quality band submissions was critical and that social media (Facebook, MySpace) would play an important role.
Result:
We revamped the design and architecture of the site from the ground up to create an integrated online system where visitors could listen to each band’s song and watch a video. To encourage voting - one of Airwalk's key objectives - we designed a promotional giveaway that was cross-promoted through Facebook and MySpace. Over 500 bands entered the contest (4x that of the previous year) with 86,000 votes cast. Overall impressions and visits to the campaign went up over 7x more than that of the previous year. Together all of this made the 2008 Airwalk Unsigned Hero online campaign the most successful campaign of its kind.
Link:
http://www.airwalk.com/ush
info@the1stmovement.com