Cannes Lions

WORLD'S LARGEST URBAN ZIPLINE

FULLSCREEN, Los Angeles / COLGATE-PALMOLIVE / 2015

Case Film
Supporting Content

Overview

Entries

Credits

Overview

Description

Our content was treated as branded content on YouTube. YouTube requires that all branded videos must disclose branded integrations to viewers.

Execution

During the Twitter contest launch phase, Devin SuperTramp created a social post to start the #GEARCHALLENGE contest. Automatically drawn to the contest, the content reached nearly 500 anticipating contest participants and 4.2MM+ social impressions. One winner was drawn and joined in on the production of the stunt.

Outcome

Reaching a total of 42MM media views and a total of 9.6MM video views, the #GEARCHALLENGE campaign exceeded all performance goals. The contest entry alone received nearly 500 entries from fans across the U.S. reaching 4.2MM+ social impressions. The stunt video became the most anticipated video among Devin SuperTramp's subscribers which received an organic reach of 7.6MM+ views to date. Within two weeks of the stunt video, the Speed Stick Gear YouTube channel saw a 12% subscriber lift as well as the largest growth in followers during the launch of the stunt video within the 6 months.

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2022, COLGATE-PALMOLIVE

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