Cannes Lions

GLOBAL CASTING CAMPAIGN

FABRICA, Treviso / BENETTON GROUP / 2010

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

OVERVIEW

Execution

LAUNCH (February, 8th 2010): Three teaser video-clips on benetton.com, YouTube, MTV.com and a number of major websites. It's MyTime website fully integrates with Facebook, YouTube and Twitter, allowing users to easily link their contents from their personal profiles. The related blog integrates contents both from users and independent bloggers.WEB: Global YouTube homepage and “promoted video” campaign. Google AdWord and banner campaign on 32 MTV online national channels and a number of selected blogs.PRESS: AR ads campaign planned over 40 countries.

STREET ACTIONS AND GUERRILLA: Young video makers to cover 41 towns around the world.STORES: 2 million postcards with the AR code through 6,000 Benetton stores in 170 countries, instore digital installations in 8 leading towns during fashion weeks.

Outcome

In six weeks time the campaign has reached 65,085 participants: 30% teenagers, 50% under 24 from 205 countries). These are all registered users that have uploaded their picture and video contents and have been participating in the contest with their votes and comments. All users are regionally and demographically profiled.

The overall traffic has generated 3.9 million unique visitors and 56.4 million pages views from 205 countries.

The integration with Facebook has covered about 25% of the users base: one registered user out of four also signed in It’s My Time Facebook page.

The It’s My Time Twitter page has generated a traffic of 360,000 posts.

On YouTube, It’s My Time has gathered 828,759 hits, 596,506 unique users and 3.5 million clicks in six weeks. During that period, It’s My Time has been the most viewed YouTube branded channel in Italy, and among top 20 in the world.

Street actions have engaged more than 1,600 users to instantly create their own profile.

Media relations have generated more than 1,400 - mostly online - editorial issues.

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