Cannes Lions

TRUTH - LEFT SWIPE DAT

MEDIA ASSEMBLY, New York / AMERICAN LEGACY FOUNDATION / 2015

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Case Film
Presentation Image

Overview

Entries

Credits

Overview

Execution

With “Left Swipe Dat’s” core as a music video, we tapped into music and entertainment passion points of teens’. We hijacked the Grammys with a :60 and a mobile YouTube takeover to drive viewers to the 2:30 video. Next, we showcased the 2:30 in a TV roadblock across Viacom networks and Adult Swim. We immersed “Left Swipe Dat” with key TV networks via custom content integrations. Digitally, we collaborated with partners including College Humor and Buzzfeed to produce “Left Swipe Dat” inspired content. Additionally, we enlisted today’s hottest YouTube artists to create cover videos, inspiring teens to do the same.

Outcome

The campaign proved to be a huge success! Within 48 hours truth saw a 5% fan growth on Twitter and 93K Facebook and Twitter engagements. #leftswipedat trended worldwide at #1 twice on Twitter during the night of the Grammys, beating out #GRAMMYs on the show’s big night. The video exceeded expectations with 39MM video views and growing, and the song achieved over 60,000 plays on Spotify. Ultimately, the campaign culminated by changing teen behavior and associating “Left Swipe Dat” with rejecting smoking behavior in real-life.

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