case: kelly rowland's world wide launch party

world wide launch campaign

kelly rowland

challenge

Launch Kelly Rowland’s new special edition watch from TW Steel world wide. Become trending topic on twitter. Work within a time frame of 30 days from ideation to completion and a budget of €30.000.

insight

Kelly Rowland’s fan club is still going strong. Her fans are still driving her to great heights, so we wanted to give her fans center stage. Without the contribution of her worldwide fans, the watch couldn’t be launched.

idea

Let Kelly’s fans ‘unlock’ the launch by tweeting using a dedicated hashtag. The more tweets, the closer our Google Maps application would zoom in on a special location. The first lucky fan to get to that location, was awarded a prize: Kelly’s new watch.

idea

Let Kelly’s fans tweet using a dedicated hashtag. The more tweets, the closer our Google Maps application would zoom in on a special location. The first lucky fan to get to that location, was awarded a prize: Kelly’s new watch.

idea

After revealing the third location, the watch was launched. The lucky fan who was first to the secret location won the watch and jumped in a limousine to celebrate the launch alongside Kelly and her homies in the Standard Hotel in New York, given both an experience of a lifetime.

impact

Trending topic for three consecutive days.Over 7 million tweeps reached.Over 120 million impressions on social media.36.410 new twitter followers for TW Steel.22.401 new Facebook fans for TW Steel.

impact

And, we moved Kelly’s biggest fan to tears (of joy).

THE END...(and the beginning)