Cannes Lions

#SOCIALIMPRINT

MCGARRYBOWEN, New York / VERIZON / 2015

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Overview

Entries

Credits

Overview

Execution

While Fashion Rocks unfolded onstage, Verizon made history online by creating the Social Imprint, a unique textile fabric designed by social media in real time. Throughout the night, we aggregated fan tweets around music and fashion into categories. Every thirty seconds, the top trending topics determined what colors, shapes and patterns got stitched together on fabric. Using a digital printer, we dynamically transformed social conversations into a one-of-a-kind design, partnering with Fashion Week Designer Christian Siriano to create the ultimate conversation piece.

Outcome

To date, the Verizon #socialimprint program garnered over 173MM earned impressions driven by a wide range of coverage including Mashable, The Hollywood Reporter, Forbes, Blackbook, InStyle and more. It achieved 118MM social media impressions and 37MM paid digital impressions. The Fashion Rocks livestream (partner owned) received 34K views while thesocialimprint.com (Verizon owned) received 15K page views. The campaign earned Verizon 23% brand attribution with 100% positive/neutral conversation and no negative sentiment positively impacting the overall Verizon business and love for the brand.

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