Jeff Stevens – VP, Executive Creative Director David Bannecke – SVP, Group Creative Director Suzanne Gherardini – Creative Director Mark Philip – Associate Creative Director Deborah Nobis – VP, Group Account Director Erika Williams – Account Director Jen Remspecher – Account Manager Chris Manganelli – Producer Joe Killian – SVP, Talent & Entertainment Andrew Kelly – VP, Account Director Madison Wharton – Executive Producer Amelia Sutton – Sr. Integrated Producer Graham Micone – Account Director Michael Berner – Account Manager
Publicis Modem (Digital) Astrid Raimondo – VP, Associate Director
Mindshare (Media) Brent McKay – Media Director David Bouchard – Digital Manager
LG One (PR) Jacqueline Cox – Managing Director Erica Samadani – Account Supervisor Brandon Masters – Assistant Account Executive
2011 was the year of 3D. From cinemas to living rooms, consumers were inundated with 3D messaging ad nauseum. Come on, did we really need Mars Needs Moms in 3D? It seemed as if every screen was offering to take us into a new dimension. Every screen except one.
Enter the LG Thrill 4G, AT&T’s first glasses-free 3D smartphone. A revolutionary device that offered consumers the unique opportunity to not only watch 3D content glasses-free, but also to be able to shoot and share high-quality video in 3D.
Just one problem. 3D was a fad. A gimmick. Just another Laserdisc footnote in the pantheon of consumer technology. At least, that’s what our target audience told us.
So how do your transform skeptics into believers, and do it without any traditional advertising support?
Simple. Invite them to tell the story.
Knowing that we had to combat the negative perceptions surrounding 3D technology and our core audience’s tendency to be skeptical and vocal about that technology, we knew from start that we had to involve them in the experience. But we wanted to go further than just making them a part of it. We wanted them to completely be the experience. We wanted to create a program that said, “This would not exist without you.” Without your involvement, this idea will fail. No safety net. No backup plan.
Luckily for us, the LG Thrill was the perfect conduit to let consumers experience the power of 3D technology first-hand and in a way that gave them a sense of ownership of the content.
On July 25th, 2011, LG, YouTube and Jane's Addiction crowd sourced a niche group of influencers, bloggers and lucky fans to take part in the World's First User-Generated 3D Concert Film shot entirely on the LG Thrill 4G. Over 100 fans captured 1000 minutes of 3D footage that was edited together in a 60 minute feature-length documentary.
To reach our specific audience, we utilized a social mix of media channels that allowed us to build a community and dialogue around the event. The recently developed YouTube 3D became our content hub providing the platform for three 3D pre-concert teaser videos shot by the band utilizing the Thrill 4G, as well as the livestream of the concert and the premiere of the UG3D documentary shot entirely by the crowd.
Facebook and Twitter were leveraged for further promotion by offering ticket giveaways from the band and brand as well as using Twitter to target key influencers based on Klout scores. Purchased media on YouTube helped drive viewership and influential bloggers and press were invited to participate in the concert.
By targeting this niche group of influencers with a program that encapsulated interactive, consumer involvement, PR and social media, Jane’s Addiction Comes Alive and its channels generated over 100 million impressions and over a million YouTube views to prove that if you engage consumers effectively, you can transform skeptics into storytellers for your brand.