Creative Execution

The campaign period was phased into 5: Phase 1, Apr 2 - Apr 30: Performer entry and first-round vote, Phase 2, May 1 - 15: second-round vote Phase 3, June 1 - Jul 14: Finalists revealed Phase 4, Jul 15 - 21: USA road trip Phase 5, Jul 22: The final stage at X Games. In Phase 1, performers are encouraged to upload their performance videos and call their friends to vote. In the end, there were 1161 entries and 282 was actually approved and uploaded to the website. In Phase 2, performers were elaborated to top 10 from each music, dance, sports category. In Phase 3, 9 finalists were revealed. In Phase 4, 9 finalists and 3 lucky voters traveled in LA to get inspirations for their performance and practiced. In Phase 5, 9 finalists performed their final performance and one integrated performance by all 9 together.

The result was beyond expectation. We successfully achieved our business target: -2 million+ likes, comments, and shares in total from Facebook and Instagram -6,6858 participation (Performer entry + vote) Besides, over 75 million reaches and 3.4 million video views were generated from SNS contents. Also, The influencer marketing campaign let us approach additional 1.3 million followers of those influencer accounts, and acquired additional 100,836 engagements emerged from the activity.

Targeting younger generations, we used Facebook and Instagram as promotional tools for approaching to the target audience. Facebook also worked as its campaign infrastructure as well, by using the Facebook login as a means to enter the campaign. Also, to create a fuse to spread the campaign, we applied an influencer marketing campaign. We recruited 33 influencers from the indaHash campaign and they posted contents relevant to the Universal Street Games with the hashtag #USG2018.