A top-tier insurance company (anonymized to protect client confidentiality) engaged Invoke to develop a video contest on it’s proprietary platform, memelabs, where high schools around the United States uploaded videos of their football team’s best play during a game or practice. Teams uploaded videos and through sets of phased voting, participants voted on their favorite to advance to the finals and win the contest.
The memelabs platform allowed teams and fans to share, comment and vote on their favorite videos. There was also a sophisticated fraud detection system in place to remove duplicate votes, explicit language and spammers as per the contest official rules.
As the sole dedicated project manager and account manager for this client’s project two years in a row, I was working with both our internal production team to build the creative assets and technical platforms as well as liaising with the client on a daily basis to conduct status meetings, secure assets + approvals, and manage the workback + budget.
It was our client’s goal to run an engaging nationwide video contest that was supported over multiple platforms, including a dedicated microsite, Facebook application, mobile-friendly site and iPhone app. The target audience included the hundreds of high schools uploading rich media that was viral and sharable, as well as parents and community members (who are current and potential customers) to vote on the plays. The contest allowed the client to identify brand loyalists and enthusiasts while developing user generated media that could be used in other marketing initiatives.
This was the second year for the contest, allowing us to build upon the successful marketing and public relations traction from the previous contest. After gathering user feedback, we created a new feature to heat up the friendly competition amongst schools: a custom built heat map. It incorporated the Google Maps API which tracked entries by geographic location via a dynamically growing, branded graphic overlay.
- 1,800,000+ pageviews
- 2,300 social shares on Facebook and Twitter
- 700+ submissions
- Identified top geographic regions of brand enthusiasts for lead generation