One Direction
Five albums in five years, millions of socially engaged fans, a widely reported hiatus and now a four piece; our objective was to deliver a campaign that placed One Direction's fans at the heart and show the band as being truly unified. Put simply, we wanted to say "thank you" to those loyal fans that had been with the band over the years.
With the band and their fans now older, innovation had to be present at the core of the campaign but the key was to still keep this fun and generate as much buzz on social to help launch their upcoming album, Made in the AM.
We partnered with Google to build a Street View-powered experience set in the Made in the AM space. Fans could move around the 360° experience and explore the room to find new items which, when found, contained exclusive videos, images, audio and social content. For two weeks leading up to the launch of the album, each morning we added a new piece of content for fans to discover.
From exclusive teasers of the unreleased songs to never-been-seen-before photos, interviews and handwritten notes from the boys, each piece of content added aimed to cause a ripple effect on social after it was discovered on the website.
Webby Awards Winner
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Lovie Awards Winner
We worked with Twitter to give the fans six custom emojis of the individual band members, the group and the album which were then used over 46.7m times. A Snapchat story delivered a further 294.5m views. And as each new piece of exclusive content was discovered, it was soon shared across fan forums and social media, spreading the word and buzz around the upcoming album even further.
It culminated in The LDNSession with Apple Music, a secret gig hosted by James Corden for 150 fans and content from the gig was rolled out during the week of release.
We won two Lovie Awards for our work on Made In The AM, and I got to give an acceptance speech at the ceremony at the BFI in London.
