Using the newest mobile technologies we teamed up with Vine and Instagram to create a multi-platform world first by collecting New Year’s Eve preparations and celebrations across 10 European countries under one hashtag: #share2014. In this digital only campaign posts, tweets and clips invited people to share their New Year´s Eve videos by hash-tagging them with #share2014. 800 pictures and videos were uploaded, edited, and released as one multi-screen piece of user-generated content only hours after the night ended. So by the time everyone woke up on January 1st nursing their hangovers, we surprised them with a taste of what Europe got up to the night before…Soundtrack by pop sensation Lorde.

1. Participation:

Participation predominantly through mobile devices. Within just 5 days (from Dec 26 to Dec 31) we received 32,400 interactions on our CTA, and 786 video uploads on Vine & Instagram, that were then selected and edited into the final film. The total interactions with all content totalled 49,509.

2. Film views:

By March 26th, the film was viewed over 820,000 times via YouTube, Facebook and other online channels predominantly through mobile devices. And was up to 7 times more shared than average videos on YouTube.

In total, the campaign was visible to 16 million people in Europe in DT owned channels in only 3 weeks.