For the first time in years, Florida International University (FIU) and the University of Miami (UM) had their homecoming on the same weekend. The rivalry over the best homecoming concert was fueled by tweets and Facebook posts and would only be settled by who had the most buzz online.
That night FIU was a worldwide trending topic on Twitter and it was clear who was Miami's real party school.
• Tweet 2 VIP - @FIU teamed up with the homecoming council to give away prizes and VIP tickets to meet the DJs backstage.
The #FIUGrad campaign socialized the graduation experience and gave alumni a reason to connect online.
• Livestream commencement ceremonies on UStream • Free high-resolution photos with branded Polaroid frames available on FIU's Facebook Page • University President Mark B. Rosenberg encouraged students to share their experiences using #FIUgrad in his commencement speech
More than 7,000 photos on Instagram are tagged #FIUGrad
As one of the first universities to embrace Tumblr, FIU utilizes the platform to curate campus news, students' stories and connect with incoming freshmen. The university realized the potential of the new platform when it began seeing hundreds of students submit their own content and questions.
At the end of 2012, FIU had amassed more than 5,000 followers.
"Betsy Soler, community manager for Florida International University, talks about how FIU has utilized Tumblr to engage their audience, take part in interactive Q&A, and collect and curate community submitted content." —Tumblr In Higher Ed | Higher Ed LIVE
Nuestra Belleza Latina
Nuestra Belleza Latina was entering its seventh season and AT&T was looking for new ways to connect its technology to the beauty pageant-themed reality show on Univision.
Insight: Nearly three-fourths of Hispanics say their community needs a leader but 62% cannot name one or don't believe one exists.
Strategy: Create a campaign that aligns Nuestra Belleza Latina's ability to transform the lives of young women with AT&T's brand promise, Rethink Possible (Piensa Sin Limites).
Idea: Leverage the Nuestra Belleza Latina sponsorship to position Giselle Blondet as a role model and promote that AT&T enables young women to achieve great things.
• Q&A with Giselle Blondet • Exclusive behind the scenes content available on Univision's second-screen app and AT&T Latino's Facebook Page. • Exclusive Text-to-Vote TV Integration
Nuestra Belleza Latina Performance Report
Samsung S4 Active with William Levy
AT&T wanted to leverage its existing contract with William Levy to drive awareness and sales for its exclusive Samsung Galaxy S4 Active device.
Insight: About half of Hispanics in the U.S. said in Q3 2013 that they planned to upgrade their mobile handsets in the next six months, compared with 30% of consumers overall.
Strategy: Leverage William Levy's cross-over success to position him as more than a telenovela star and the Samsung Galaxy S4 Active as more than just a smartphone. Additionally, AT&T needed to position the Samsung Galaxy S4 Active as the upgrade to its best-selling predecessor, the Samsung Galaxy S4.
Idea: Create a James Bond-inspired campaign that's just as cool as William Levy is.
• 30 second TV spot invites fans to join the action online • Interactive experience to unlock clues and solve a mystery for a chance to win a Samsung Galaxy S4 Active
Samsung Galaxy S®4 Active™ con William Levy | Comercial de AT&T
Samsung Galaxy S4 Active Performance Report
How to Carve a Roary Jack O'Lantern
Idea, Videography, Execution, Copy
How to Carve a Roary Jack O'Lantern for Halloween
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Insight: Hispanics view the holiday season as an important time to gather with family and friends instead of fighting crowds at the mall.
Strategy: Leverage AT&T's popular "It's Not Complicated" campaign to help shoppers navigate to att.com through the holiday madness.
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Giving Is Easy
While others are trying to figure out where to park at the store, you're shopping this way...