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