A new way to work: @ the speed of social
When WarnerMedia & Turner announced they wanted to reinvent the way the world thinks of gameshows by bringing Complex’s hit YouTube show, Hot Ones, to televisions, they called on us to establish brand new social channels for Hot Ones: The Game Show 2020 launch. While only 40 people got to compete in the Pepperdome IRL, it became our mission to recreate that experience as much as we could for our fans. Cultivating an audience from scratch, from 0 to >40k fans in a single season. Our secret ingredient? Pain and suffering. But that only holds up for so long, so we also created new ways to keep our audience engaged. Like live social gameplay during the airing of the show. We gave our Twitter and Instagram followers a chance to put themselves to the test.
In the most distanced year of our fans' lives, we put out a CTA for our audience to join the cast of The Zone: The Reality show of your dreams. We selected four lucky teens and turned their dreams into Fanta-fueled animations; each having their time in the spotlight. Simultaneously, we co-created each episode via interactive weekly polls on social.
I’d Like to Teach the World to Sing. Mean Joe Green. Throughout its illustrious history, Coca-Cola has always stood firmly planted on the right side of history. Sadly, 2020 happened. George Floyd happened. And 400 years of racial injustice erupted into a decisive moment in American history. Coca-Cola wanted to use to use its reach and power to send a message of intent, of hope, of action, of not going back to where we’ve been. “Together We Must” is that message…and that action.
In a year of uncertainty, unrest, and division, our messages of uplift were well received as we raised up our community of optimists and turned over our channels to voices that needed to be heard. Throughout 2020, we saw 757,134,427 total impressions, 592,316 total engagements, and +3.1% in follower growth with +66,924 new followers in 2020.
After a nearly six-month hiatus from social media due to the pandemic and ongoing social justice issues that defined 2020, vitaminwater needed to return to its audience and get back to being the irreverent, more-than-meta personality that our following has come to know and love. As a brand that has always found a way to insert itself into pop culture, we decided to come back online as if we never left, dropping our brand into hyper-relevant conversations and content in the most subversive ways. Leveraging an always-on approach, we’re able to react to culture in real time on a daily basis, from bizarre memes on Instagram to text-only tweets that make you do a double take. Proving that vitaminwater never misses a beat—even when a global pandemic attempts to get in the way.
“The Give Back” was a program to take meaningful and tangible actions to support the Black community in the fight against issues that are disproportionately affecting them – including racial injustice and the COVID-19 pandemic. Sprite passed the mic to some of today’s most influential voices in hip hop culture and gave them the opportunity to recommend community organizations who they believe are doing the best work to serve & support creators and their communities—or even to provide direct financial support to those creators.
Athletes are driven by numbers. Whether it’s the digits on the jerseys, their best times, the number of career wins, the numbers that drive athletes become a part of their identity. To peel those stories away from the chest, POWERADE catalyzed the sports community into thinking deeply about what numbers are important to them and why.
Unable to shoot film interviews because of COVID, we shifted gears from traditional film interviews and went with bringing their audio to life from a recorded zoom interview. That combined with an image and dynamic animation helped draw in the curiosity of our fans for their whole story.