world aids day 2012 recap
DESCRIPTION
World AIDS Day 2012 RecapTRANSCRIPT
WORLD AIDS DAY 2012 RECAP 12/01/12
TABLE OF CONTENTS 1. DANCE (RED), SAVE LIVES Campaign 2. BUY (RED), SAVE LIVES Campaign 3. The World Turns (RED) 4. (RED) Partner Activation 5. Press Highlights
THE GLOBAL FUND THANKS (RED) PARTNERS FOR $200 MILLION MILESTONE WITH ADVERTISEMENTS FEATURED IN THE
NEW YORK TIMES AND THE FINANCIAL TIMES THE DAY BEFORE WORLD AIDS DAY
We asked the world to DANCE (RED), SAVE LIVES
And BUY (RED),SAVE LIVES
WORLD AIDS DAY 2012 HIGHLIGHTS
Over 2.8 Billion PR Impressions in 800 media outlets!
DANCE (RED), SAVE LIVES album hit #1 on the iTunes Dance Charts in 33 countries!
Over 850 million social media impressions generated through partners, celebrities and DJs!
2.7 million+ views of the DANCE (RED), SAVE LIVES videos, including the livestream!
DANCE (RED), SAVE LIVES
The Campaign
(RED) partnered with Tiësto to curate an album featuring some of the biggest names in dance music
The Album
DANCE (RED), SAVE LIVES
The album launched on November 27th on iTunes and was heavily promoted on all of their digital channels
Newsletter
Home page
Facebook posts
DANCE (RED), SAVE LIVES The Album
DANCE (RED), SAVE LIVES The Album
And continued to rise quickly up the charts!
#1 Dance album in 33 countries
DANCE (RED), SAVE LIVES The Album
(RED) partners, media, DJs and celebrities posted across all social networks to BUY THE ALBUM
DANCE (RED), SAVE LIVES The Livestream
And on December 1st, (RED) livestreamed sets from Australia’s largest EDM festival, Stereosonic for the entire weekend of World AIDS Day
YouTube Live Event
YouTube Video Chart YouTube Spotlight
We partnered exclusively with YouTube for the live broadcast and they promoted the livestream across all vehicles
DANCE (RED), SAVE LIVES The Livestream
The stream featured (RED) and World AIDS Day content to engage viewers around the world…
DANCE (RED), SAVE LIVES The Livestream
…including individual (RED) partner product screen call outs featured during the livestream.
DANCE (RED), SAVE LIVES The Livestream
(RED)’s Digital Channels
(RED) was dancing on all digital channels for World AIDS Day.
DANCE (RED), SAVE LIVES Activation
Our media partners hosted the livestream on their sites and promoted the campaign.
DANCE (RED), SAVE LIVES Activation
(RED) Partners embedded the player, Tweeted and posted about the album and livestream.
DANCE (RED), SAVE LIVES Activation
(RED) influencers messaged to their social networks, garnering over 144 MILLION impressions.
DANCE (RED), SAVE LIVES Activation
And the dance music community alone generated 185 million impressions through the DJs’ social media outreach.
Tommy Trash
Sander Van Doorn Tiësto Diplo
Dada Life Dannic
Dash Berlin Hardwell Infected Mushroom
DANCE (RED), SAVE LIVES Activation
DANCE (RED), SAVE LIVES Activation
Tiësto, engaged his digital audience heavily to DANCE (RED), SAVE LIVES
Tiësto and Laidback Luke launched a campaign on (RED)’s Crowdrise page to match donations up to $100k and give away prizes for donations to the
Global Fund.
DANCE (RED), SAVE LIVES Crowdrise
Our partners in the fight also helped spread the word on World AIDS Day from Bill Gates, to the Global Fund, to ONE.
DANCE (RED), SAVE LIVES Activation
BUY (RED), SAVE LIVES
The Campaign
BUY (RED), SAVE LIVES The Campaign
(RED) partnered with Gilt to launch a first-ever (PRODUCT)RED boutique which began November 30 with a mobile exclusive.
Website—(RED) Shop In just a little over 2 weeks, the (GILT)RED boutique sold over 1,300 products.
The Campaign BUY (RED), SAVE LIVES
BUY (RED), SAVE LIVES
The partnership generated over 500 million media impressions and almost half of sales were via mobile.
The Campaign
THE WORLD TURNS (RED)
On World AIDS Day, The Standard in partnership with Belvedere, hosted (RED) dance parties in NY, Miami and LA. Citi Private Pass sent out a
dedicated email about the parties to their database of 2 million people.
Worldwide
• Australia: Sydney Opera House, AAMI Stadium & The Arts Centre Spire in Melbourne, Australia
• Canada: The CN Tower in Toronto • Denmark: City Hall in
Copenhagen • England: The EDF Energy London
Eye • Ireland: Christchurch Cathedral
in Dublin • Italy: Palazzo Vecchio in Florence • Mexico: The Soumaya Museum in
Mexico City • South Africa: Table Mountain in
Cape Town
United States
• Atlanta: City Hall • Baltimore: City Hall & The War
Memorial Plaza (Promenade) • Chicago: The Wrigley Building • Los Angeles: The Pylons at LAX
Airport • New York City: The Empire State
Building, Times Square’s Marketsite Tower & The Standard Hotel, Highline
• Providence, RI: Over 15 buildings including G-Tech and the Rhode Island State House
• San Francisco: City Hall
Iconic Landmarks
Once again, landmarks around the world turned (RED) – from the Sydney Opera House in Australia, to the London Eye and even the Soumaya
Museum in Mexico City.
Landmark Images
Sydney Opera House Sydney, Australia
The Empire State Building New York, NY
Landmark Images NASDAQ TIMES SQUARE, NYC
Landmark Images
The London Eye London, England
The Soumaya Museum Mexico City, Mexico
Landmark Images
City Hall Copenhagen, Denmark
Table Mountain Cape Town, South Africa
Landmark Images
Baltimore City Hall Baltimore, Maryland
Atlanta City Hall Atlanta, Georgia
Landmark Images
The Wrigley Building Chicago, Illinois
Los Angeles Airport Pylons Los Angeles, CA
Landmark Images
Palazzo Vecchio Florence, Italy
The Arts Centre Spire Melbourne, Australia
We also extended our global reach by partnering with Mashable + Meetup to let people organize their own dance parties around the globe —from
Brazil to South Africa to the Philippines to Morocco.
+
When you dial **RED from any mobile device you receive a message from Tiësto and a text back containing three links—to buy the album, to the (GILT)RED boutique and to donate.
We partnered with Star Star to launch **(RED), a mobile call to action.
Our community turned themselves (RED) on Facebook, Twitter and Instagram.
Audience Activation
(RED) PARTNERS Activating to support World AIDS Day around the world
Apple turned key stores around the world (RED) including the iconic Apple logo. Apple stores featured (RED) products in express zones and retail staff wearing red shirts.
Apple featured (RED) on the homepage of apple.com and iTunes , and they promoted the DANCE (RED), SAVE LIVES album.
Carson Daly, host of The Voice, called out the World AIDS Day promotion on-air
For the fifth year running, Starbucks continued their World AIDS Day tradition and contributed 5 cents to the Global Fund for every hand-crafted beverage sold across their US and Canada stores.
½ page ad USA Today
The (STARBUCKS)RED World AIDS Day promotion was also mentioned on the hit NBC TV show, The Voice and a ½ page ad featured in USA Today.
This season, Starbucks and Apple have come together to offer a $30 eGift basket for the holidays – $15 Starbucks eGift Card and $15 iTunes eGift Card.
5% of the purchase price will go to the Global Fund to fight AIDS.
Beats by Dr. Dre featured the (SOLO HD)RED Special Edition headphones in the (GILT)RED boutique and engaged their social media community of over 4 million to
DANCE (RED), SAVE LIVES.
With the newest (BELVEDERE)RED Special Edition bottle on shelves, major activation kicked off worldwide in key markets including US, UK, Mexico, Australia and Hong Kong. (BELVEDERE)RED was also one of the
first spirits introduced on Gilt Taste through the (GILT)RED boutique.
(BELVEDERE)RED Tram in Hong Kong
(BELVEDERE)RED installation at Heathrow Airport (BELVEDERE)RED installation at Heathrow Airport
(BELVEDERE)RED Night Lights Dance Party Belvedere kicked off World AIDS Day by turning NYC’s Meatpacking District (RED) with a
spectacular one-night-only performance by Chromeo.
Belvedere also hosted (RED) events on World AIDS Day in New York, Miami, LA and Australia. Additionally, Belvedere has collaborated with the Standard Hotel properties in the US, who will carry (BELVEDERE)RED
Special Edition Vodka in-room and at their bars for the entire month of December for AIDS awareness!
Belvedere activated DANCE (RED), SAVE LIVES across their social media networks including hosting the livestream and messaging to their community.
Bugaboo featured an exclusive bundle in the (GILT)RED boutique including the (BUGABOO)RED Denim Bee Special Edition stroller with a denim cocoon as gift with purchase. Bugaboo also activated across their
digital channels by hosting the livestream and messaging to their social media communities.
Bottletop featured their full line of (RED) Special Edition accessories in the (GILT)RED boutique. They also activated the campaign across their social media
networks.
Claro and Telcel featured the livestream across a number of their cable, mobile and digital properties in more than 10 Latin American countries.
The Soumaya Museum in Mexico City, owned by the Carlos Slim Foundation was a featured landmark which turned (RED) on World AIDS Day.
Coca-Cola hosted the livestream across their digital channels in the US and Latin America including coca-cola.tv and coca-cola.fm. Coca-Cola is the largest brand on Facebook with more than
50 million fans.
On December 19th, Coca-Cola officially launched their new mobile iOS game, (THRED), created in partnership with (RED). (THRED) is the first iOS app to have all proceeds from in-app purchases
(excluding taxes) donated to the Global Fund.
Converse supported the DANCE (RED), SAVE LIVES campaign by hosting the livestream on their social networks and messaging to their robust community over 34 million people.
fatboy - our newest Special Edition partner to join the (RED) family, launched exclusively on the (GILT)RED boutique.
fatboy also engaged their social media community to BUY (RED), SAVE LIVES and DANCE (RED), SAVE LIVES.
Girl featured exclusive signed (CHOCOLATE)RED Special Edition Kenny Anderson boards for purchase in the (GILT)RED boutique as well as activating across their social networks.
The complete (MOPHIE)RED collection was featured in the (GILT)RED boutique. Mophie also activated the campaign across their social media networks.
An exclusive (PENFOLDS)RED pack was featured in the (GILT)RED boutique. Penfolds also activated across their social media networks.
SAP donated two high-profile experiences to the (GILT)RED boutique including an extreme sailing experience in Portugal and a golf experience with David Leadbetter. An LED (SAP)RED banner was also
featured during an NFL game in support of World AIDS Day. SAP also hosted the livestream on their social network and messaged to their community.
Shazam reduced the price of the (SHAZAM)RED app for 1 week starting World AIDS Day and donated 100% of their proceeds to the Global Fund.
Shazam also activated DANCE (RED), SAVE LIVES across their social media networks and to the millions of users of the Shazam apps.
(TOUS)RED bracelets continued to sell worldwide. (TOUS)RED is also featured in the January 2013 issue of ELLE Portugal.
Tourneau featured the (TOURNEAU)RED Men’s and Women’s watches in the (GILT)RED boutique.
The (CLOCKY)RED alarm clock was also featured in the (GILT)RED boutique.
The (FEED)RED LOVE 30 Bag was featured in the (GILT)RED boutique.
PRESS HIGHLIGHTS
PRESS HIGHLIGHTS
“SUPERSTAR DJ Tiesto has teamed up with Bono and Calvin Harris for a new album to help beat AIDS. The DANCE (RED), SAVE LIVES
compilation is out next Tuesday.” (Daily Mirror)
“Tiësto spins for World AIDS Day…the Dutch DJ superstar on his big plans with Bono’s charity (RED)” (Rolling Stone)
“Tiësto calls on EDM generation to seize ‘incredible opportunity’ to ‘save lives’…dance music superstar’s new (RED) campaign includes
a special livestream event on World AIDS Day” (MTV)
“
Over 2.8 Billion PR Impressions in 800 media outlets
http://www.billboard.biz/bbbiz/genre/dance/tiesto-teams-with-red-for-global-edm-event-1008002712.story
http://www.hollywoodreporter.com/news/tiesto-teams-red-global-edm-387134
http://www.rollingstone.com/music/news/tiesto-recruits-bono-calvin-harris-diplo-for-aids-charity-compilation-20121120
http://www.thesun.co.uk/sol/homepage/showbiz/bizarre/4656251/Calvin-Harris-teams-up-with-Tiesto-for-charity-compilation.html
http://www.starpulse.com/news/index.php/2012/11/21/bono_teams_up_with_dj_tiesto_for_chari
http://www.news9.com/story/20157158/giltcom-the-standard-hotels-fatboy-usa-and-head-partner-with-red-to-fight-for-the-end-of-aids
http://www.bizjournals.com/sanfrancisco/prnewswire/press_releases/Georgia/2012/11/21/NY17353?ana=prnews
http://www.rollingstone.com/music/news/tiesto-and-swanky-tunes-make-some-noise-ft-ben-mcinerney-skidka-remix-songpremiere-20121126
http://www.variety.com/article/VR1118062596
http://www.rollingstone.com/music/news/tiesto-and-swanky-tunes-make-some-noise-ft-ben-mcinerney-skidka-remix-song-premiere-20121126
http://www.rollingstone.com/music/videos/tiesto-talks-dance-red-save-lives-20121127
http://www.thedailybeast.com/articles/2012/11/27/tiesto-picks-his-eight-favorite-songs-to-mark-world-aids-day.html
http://www.thedailybeast.com/articles/2012/11/27/tiesto-picks-his-eight-favorite-songs-to-mark-world-aids-day.html
http://www.thedailybeast.com/articles/2012/11/27/tiesto-picks-his-eight-favorite-songs-to-mark-world-aids-day.html
http://www.huffingtonpost.com/2012/11/27/tiesto-world-aids-day-retiring_n_2196813.html
http://www.nbc.com/the-voice/video/top-8-live-results/1425423/ (around 14 minutes)
http://www.huffingtonpost.com/arianna-huffington/giving-tuesday-giving-back_b_2199444.html
http://www.huffingtonpost.com/deborah-dugan/world-aids-day_b_2201988.html
http://www.mtv.com/news/articles/1698002/tiesto-aids-charity-red-compliation-raising-awareness jhtml
http://www.spinner.com/2012/11/28/tiesto-dance-red-interview/
http://www.spinner.com/2012/11/28/tiesto-dance-red-interview/
http://www.examiner.com/article/belvedere-vodka-supports-world-aids-day-with-night-lights-event
http://www.brandchannel.com/home/post/2012/11/28/ONE-RED-World-
AIDS-Day-2012-112812.aspx
http://www.huffingtonpost.com/tiesto/what-does-it-take-to-make_1_b_2208814.html
http://appleinsider.com/articles/12/11/29/apple-and-starbucks-offering-red-gift-card-pack-for-aids-relief
http://www.macrumors.com/2012/11/29/apple-and-starbucks-partner-for-product-red-gift-cards/
http://9to5mac.com/2012/11/29/starbucks-and-apple-offering-30-gift-card-combo-to-benefit-aids-research-foundation/
http://www.macobserver.com/tmo/article/starbucks-apple-offer-starbucks-itunes-red-egift-basket
http://www.digitaltrends.com/apple/apple-and-starbucks-partner-to-offer-red-digital-gift-card-combo/
http://www.dailymail.co.uk/tvshowbiz/article-2240793/Kelly-Rutherford-puts-stoic-face-World-AIDS-Day-event-NYC--custody-battle-ex-rages-on.html
http://images.eonline.com/photos/209/party-pics-new-york/238112
http://gotham-magazine.com/galleries/belvedere-red-world-aids-day-celebration
http://guestofaguest.com/new-york/events/belvedere-vodka-takes-over-the-meatpacking-district-to-celebrate-world-aids-day
http://www.peaceloveedm.com/2012/11/30/celebrating-life-fighting-aids-dance-red-save-lives-tisto-laidback-luke-stereosonic-red/
http://www.edmupdate.com/tiesto-and-laidback-luke-combine-forces-to-help-raise-money-to-fight-aids-with-red/
http://world.time.com/2012/11/30/the-fight-goes-on-bonos-unwavering-quest-to-end-aids/
http://www.huffingtonpost.com/constance-mudenda/world-aids-day_b_2215577.html
http://www.examiner.com/article/edm-joins-the-fight-against-aids-with-dance-red-save-lives
http://www.bloomberg.com/video/red-belvedere-vodka-partner-for-world-aids-day-zWiVV9ZfQvar9v~Ttcge0Q.html
http://ctv4.criticalmention.com/playerpage/player?shareid=89684&partnerToken=c0b16dc83b523dc2013b52cbf5ae2209&clientId=0
http://my.entertainment.yahoo.com/video/apnews2entertainment-25867932/red-raises-awareness-ahead-of-world-aids-day-31247994.html#crsl=%252Fvideo%252Fchannel-25867932%252Fred-
raises-awareness-ahead-of-world-aids-day-31247994.html
http://appleinsider.com/articles/12/12/01/apple-recognizes-world-aids-day-at-apple-stores-worldwide
http://www.whatareappsfor.com/2012/12/price-drop-shazamred-music/
http://clotheshorse-diaryofaclotheshorse.blogspot.com/2012/12/bottletop-world-aids-day-1122012.html
http://pulseradio.net/articles/2012/12/tiesto-laidback-luke-world-aids-day
http://www.huffingtonpost.com/charles-gibb/painting-the-town-belvede_b_2221250.html
http://www.nydailynews.com/entertainment/gossip/confidential/bachelorette-lovebirds-marry-article-1.1211712
http://www.examiner.com/article/jessica-white-at-belvedere-red-nights-to-help-raise-hiv-aids-awareness
http://www.dailymail.co.uk/news/article-2242632/World-AIDS-Day-PM-calls-great-education-quarter-suffers-unaware html
http://www.dailymail.co.uk/news/article-2242632/World-AIDS-Day-PM-calls-great-education-quarter-suffers-unaware html
http://www.boston.com/news/local/rhode-island/2012/12/03/buildings-providence-red-for-aids-fight/AIwHBS3bteNhSnrVzvsahJ/story.html
http://www.mobilemarketer.com/cms/news/commerce/14332.html
http://contently.com/blog/2012/12/05/mcdonalds-campaign-content-bests-banner-ads-red-mobile-giving/
http://www.clickz.com/clickz/news/2229548/aids-charity-red-launches-mobile-giving-campaign
http://www.usmagazine.com/celebrity-news/news/newly-single-kimora-lee-simons-spotted-with-wladimir-klitchsko-2012512
http://www.mtv.com/news/articles/1698703/tiesto-new-tracks.jhtml
130
http://www.nbcnewyork.com/video/#!/on-air/as-seen-on/Spread-the-Love--Gifts-That-Give-Back/183396511
THANK YOU FOR MAKING WORLD AIDS DAY A GREAT SUCCESS!
IT IS WITH YOUR CONTINUED EFFORT AND
DEDICATION THAT WE ARE CLOSER TO SEEING AN AIDS FREE GENERATION BECOME A REALITY BY
2015.