Salmat Digital showreel 2012
NETWORK TEN & SHINE | Junior MasterChef Missing Macarons
Masterchef is a phenomenon and the Junior version of the show was no different. Network TEN gave us a brief to create a digital campaign to deepen engagement with the Junior Masterchef brand throughout the series.
Using the popularity of a key item often used as a challenge in the show, we created a campaign called Missing Macarons where users could search the web for and create their own custom digital 3D Macaron and place it on the Macaron Tower for a chance to win $5,000 cash. The campaign integrated into TEN’s membership database to enable data acquisition as well as social media platforms to maximise reach.
The objective was to create something sticky and interactive for adults and kids. We needed to maximise traffic to the website, increase unique browser numbers and increase time spent on site. With a unique combination of web, social and interactive with created an experience that did just that.
With an average time on the site of 7mins 40 seconds, hundreds of thousands of entries and digital macarons made, shared and submitted to the Macaron tower, this campaign more than fulfilled the brief and exceeded all expectations.
STRATEGY • CONCEPT • CREATIVE DIRECTION • DESIGN DRECTION & UX
Web • Social • Broadcast
Salmat Digital Overview and Reel_1
CHANNEL [V] | B430 Global Animal | SOCIAL MEDIA CAMPAIGN
Facebook is at the centre of Channel [V] B430’s latest campaign, Global Animal, which offers entrants the chance to ‘work’ as one of eight official Blog Jockeys for the program – in some pretty awesome locations around the globe. The winners will hit places such as the beaches of France and nightclubs of Miami, shooting pics and giving a sneak peek on life behind the scenes of the hit show.
The campaign’s strength lies in its ability to take advantage of the power of social media by asking participants to create their own facebook campaign profile then post pre-written status updates that promote the Global Animal competition. The main aim of the entrant is to grab attention via the Facebook news feed, get as many friends as possible to vote, and move up through the levels. Winners are selected from all participants on the required level for each stage of the competition.
Global Animal’s strength is that it plays up to the social animal in all of us. By the subtle use of gaming dynamics such as achievement and status we created an experience that must be shared to be achieved, the perfect way to allow the most social of our audience to rise to the top and be identified as our Blog Jockeys and ensuring a healthy following come showtime.
STRATEGY • CONCEPT • CREATIVE DIRECTION
Web • Social • Broadcast