Using Mr. T as the brand advocate, build on the television campaign and make it come alive in the digital world. Engage 16-24 year olds and recruit brand advocates across social networks.
We developed a widget to help people model themselves on Mr. T which could be added to Bebo, Facebook or MySpace. With just one click, users could upload a photo of themselves (or others) and decorate the photo with Mr. T's cool hair, gold bling and camouflage apparel.
It brought about 11 million widget impressions, with 16,000 downloads on D Day. It even became the most sponsored Bebo skin to date with 140,000 page impressions.
The project at a glance
Facts and figures:
11m widget impressions
16k downloads on D day