Last year we teamed up with C-SPAN to help them find an audience and promote an upcoming TV mega-event: The White House, Inside America's Most Famous Home. To engage a younger-than-usual audience for the program, we created a mobile campaign that allowed texters to receive exclusive updates on the documentary's progress, as well as its then-unannounced screening times. We tied this in to an email marketing campaign that captured potential viewers on the web. But our favorite part of the project has to be the chock-full-of-exclusive-video multimedia website that featured everything from a room-by-room video tour of the White House, an archival by-President video gallery, and a slick, iTunes-like video browser at the bottom of every page. Both the mobile and email campaigns pointed to this site, which steadily grew over the months leading up to the premiere of the weeklong event, which brought in record viewer numbers and web engagement.
Challenge:
Sometimes solidifying a leadership position means connecting via a niche product. Faced with launching a new series of designer collaborations, beauty visionary Sephora looked to DMD to introduce and expose their fresh faces in makeup. The goal: build grassroots excitement for the retail giant among the savvy and savoir-faire.
Solution:
Engaging yet exclusive, trend-driven yet transcending, special yet available to the masses, DMD launched the Sephora Presents designer collaboration program with an innovative approach evoking the uniqueness and excitement held in each collection. A supersized QR code – a high-design bar code read by mobile phones – took over Times Square, while the first-ever animated overlays allowed users to transform any website from the designer du jour’s point of view. Creating buzz and engagement around something new from an established standby, Sephora Presents was secured in the hot market of designer collaborations while Sephora glowed as the essence of innovation in beauty.