On June 30, 2015, an extra second was added to the World Clock. This phenomenon is

known as a leap second. To celebrate this extra-special moment, we asked a billion Android users

from every corner of the world to show us how much creativity they could pack into their additional second. We helped them do this with a specially customized Android-app created in partnership with 1 Second Everyday, that let users shoot and edit their own one-second films. The results were displayed on an interactive microsite and as a film that was released the next day. Leap Second only lasted a moment, but with the help of Android users around the world, we turned a rare timekeeping anomaly into the the world’s biggest smallest campaign.

The campaign began a week before 6/30 with the launch of a specially customized app developed in partnership with 1 Second Everyday. Social posts and online films invited people to download the app and use it to submit their one-second film on June 30th. On the day itself, an interactive microsite collected, sorted and displayed thousands of seconds in an infinitely scrollable, self-editing film. Subtle sound design and a tactile interface created a highly playful and immersive user experience. Site visitors could search and explore hours upon hours of seconds using hashtags or the custom clock-face playhead we developed. Visitors could watch every second we collected, stitched together in the larger central panel on the main page. At the end of the day, the real work began. Racing against the clock, we took a selection of our favorite seconds, edited them into a film overnight and released it next day.

3,141 total leap seconds uploaded from the app

131 countries participated

1:35 minutes average time on site

Paid social resulted in an engagement rate of 11.3%, far surpassing the standard benchmark of 2-8%

Android had the top tweets on the days before and after leap second day

94% positive sentiment for the campaign on Android social channels