California Calling
The Californian Tourist Board were running a high-profile ATL campaign, with a TVC at the core of their strategy and communications plan. To dial-up their presence, they were looking to create a re-cut which would feature a member of public from the UK.
We were briefed to conduct a nationwide search to find this star. Our approach was to provide a digital solution using YouTube as an aggregator of content. Social media and traditional PR were used to gain traction and mass participation and we invited people to upload auditions on why they felt they should be the star.
To raise the profile of the campaign, we created a live experience which toured the UK interacting with shoppers.
The competition was then amplified by an online voting mechanism driven by a dedicated YouTube site. The general public were invited to vote for their favourite clip, with the winner flown out to Hollywood for an ATL shoot.
www.youtube.com/user/californiacallingUK
