With all of the buzz happening from last year's Hip Hop Honors, VH1's tentpole event honoring the best in Hip Hop, TWIX wanted to be a part of the excitement and asked us to create something BIG that aligned with their current "you deSide" campaign". The brand's objective was to create a unique user experience for the VH1 audience that hit their brand messaging on synonymous pairings, Left/Right Twix, the same yet different while also connecting to our audience in an authentic way through Hip Hop Honors. Our goal was to marry the synonymous pairings and you deside campaign organically with our Hip Hop voice and theme of this year's Hip Hop Honors: The 90s, in a way that would resonate with our audience in a nostalgic and authentic way while also hitting the brand's messaging.
Together with Twix, VH1 created something BIG within one of our most talked about programs, our summer tentpole, VH1 Hip Hop Honors. This celebrity packed event paid homage to the historic genre with performances of some of the 90s biggest hits. This huge on the ground, NYC block party feel helped lend an instant connection to TWIX's unique "deside" with a fun competitive Double Dutch Battle. With this type of high energy execution, we decided it was best to implement a fan interactive 360 video, a first of its kind for the company. With this 360 technology, our viewers had the ability to "deside" which team they wanted to watch – team left or team right, tying in more of the brand's deside campaign.
This cobranded 360 video was captured on a sunlit afternoon embedded between the old brownstones of upper Manhattan, where we brought together two double dutch teams, representing the Left/Right competitive messaging of TWIX. These teams were represented by the "Hip Hoppers and Jammin Jumpers", a nod to VH1's programming and the overall theme of the show. We created this digitally interactive landscape for fans to engage with two-professional double dutch teams as they battle it out on the streets above TWIX branding.
To bring even more awareness to this one of a kind experience, we created a custom linear vignette pushing our fans to the VH1 Facebook and YouTube posts where they can get in on the action and watch the left and right team compete doing same but "different" moves. This custom content was captured day of the 360 filming, using VH1 talent Rosci Diaz as she introduced the two teams and how to get in on the action.
Socially, we supported the 360 video and overall marketing execution with social posts across all VH1 platforms, a few posts featuring TWIX handles.
Finally, to support the initiative on the ground, we really turned up the volume at the actual VH1 Hip Hop Honors event with two custom social photo activations created by top Creative Director Jonathan Mannion which allowed celeb and consumer attendees to capture the moment and share with friends via various social channels.
With strong social impressions and an ecstatic client, the program was a smashing success. TWIX was part of a first in class digital video campaign, bringing a new awareness to their brand messaging through the lens of VH1. Hip Hop Honors social and digital execution reached millions across all screens. The campaign had a total of 5.7 million overall impressions across the digital and social elements that helped accompany the already extremely social show.