Target Demographic
- Social Connectors 18-34
Key Objective
- Generate awareness and change perceptions of Skype.
- Conduct traffic to the Everyday Campaign page.
- Showcase a variety of Skype features: mobile/landline calling, file sharing, etc.
- Demonstrate Skype’s ability to provide enriching connections between people.
Solution
- Buzzmedia and Skype partnered to engineer first-to-market nationwide campaign which connected actor Tyler Blackburn and actress Shenae Grimes with his and her biggest fans. This contest featured the multiple touch points of Skype.
- This contest created by BuzzMedia invited users to directly enter and submit a short video telling the featured celebrity why they want to Skype with them. Winners were handpicked by the talents.
- The winners connected with the talents through all features of Skype: video chat, mobile/landline calling, file-sharing, etc.
- Produced and distributed one awareness video per celebrity that detailed the contest and put out a call-to-action.
- Filmed and distributed the two winning fan videos, detailing the Skype experience and showcasing the various features of Skype.
- Created a custom hub page where users entered, left comments, watched promotional videos and watched final winner videos.
- Promoted the above materials through BuzzMedia editorial coverage (wrapped blog posts) and social media from BuzzMedia and talents.
- Distributed videos through high-impact media and rotational Skype branded media that turned over back to Skype.