UNIVERSAL McCANN, New York / ACUVUE / 2008
Instead of utilizing TV to deliver brand message, TV was “center stage” to a multi-platform campaign to hook teens, driving them online to view and engage with brand content.
We partnered with top MTV producers to create Hampton High, an authentic entertainment series that ran across teen TV networks for six weeks.
Acuvue was subtly cast as the hero of the story, plus we integrated Acuvue’s number one retail channel Wal-Mart into the communication by showcasing its Vision Care Centers.
Each episode drove teens to HamptonHighRevealed.com, a branded site where they could see the rest of the episode and affect the storyline by voting, participating and sharing via Facebook.
We surrounded teens with Hampton High messages just like a real TV show. Banners combined with posters and street teams in New York and Los Angeles malls, while celebrity star JoJo guest appeared in series and PR-ed the show.
The $4m media investment delivered an extra $16m in revenue, sales at Wal-Mart were up 137% and there was an overall 103% increase in brand consideration. More than half a million episodes were watched online, while the content reached 66 million viewers via TV.