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Special Project

Special Project
From the 2nd Annual Shorty Social Good Awards


Entered in Influencer & Celebrity


In honor of World AIDS Day, December 1, 2016 – the year of (RED)'s 10th anniversary – (RED) held the second annual (SHOPATHON)RED -- a holiday shopping extravaganza, jam-packed with winnable celebrity experiences and hundreds of products that fight AIDS with (RED). It all kicked off on a special ABC's Jimmy Kimmel Live! )RED) Show, with surprise celebrity guests and special musical performances.

Throughout the holiday shopping season, (SHOPATHON)RED was the only place where fans could enter to win – or gift chances to win – a number of dream experiences with big stars for as little as a $10 donation to fight AIDS... and cross everyone off their holiday shopping list with hundreds of products that all fight AIDS.

(RED)'s objectives were:

Strategy and Execution

(SHOPATHON)RED kicked off on a special ABC's Jimmy Kimmel Live! (RED) Show, with Bono, The Killers, Channing Tatum, Kristen Bell, Julia Roberts, DJ Khaled, Neil Patrick Harris, Halsey, Herbie Hancock and more – featuring (SHOAPTHON)RED products and experiences. This drove a massive increase of traffic to both and

After the special, (RED) and Jimmy Kimmel Live! leveraged their social media channels to distribute clips from the show, continuing to drive buzz, raise awareness of the campaign and increase donations through Omaze.

(RED) and Omaze collaborated to target celebrities with massive, highly engaged audience and then develop once-in-a-lifetime experiences that would entice fans to donate for a chance to win. Experiences included:

  • Join Channing Tatum in Las Vegas for 'Magic Mike Live' and be his guest at the after-party
  • Take the jet ski ride of your life and Snapchat with DJ Khaled.
  • Go backstage as a VIP at The Late Late Show with James Corden, and Carpool Karaoke!
  • Hangout at the recording studio and have lunch with Liam Payne.
  • See 'Hamilton' and go backstage with Alexander Hamilton himself, Javier Munoz.
  • Have tea with Julia Roberts and Bono.
  • Hit New York City, have dinner and see a show with Neil Patrick Harris and David Burtka, with (COCA-COLA)RED matching every donation-to-win, up to two million dollars.
  • Have U2 play for just you during a full dress rehearsal!
  • Be Richard Branson's VIP guest at a mystery Virgin event.
  • Fly to Korea for a VIP experience with K-Pop superstar, G-Dragon.

  • For each celebrity experience, (RED) and Omaze created a custom strategy optimized based off each celebrity's audience and experience, including:

    Facebook, Twitter, Instagram, Email and PR to drive donations and raise awareness of the campaign

    Multiple pieces of video and photo content that were specifically created to drive donations and appeal to each celebrity's social media audience and fan base.

    For video content, (RED) and Omaze identified the top performing videos from (SHOPATHON)RED 2015, using data-driven insights to inform our video strategy in order to optimize donations and awareness.

    (RED) rolled out the ten celebrity experiences over eight weeks, across (RED)'s social channels, celebrity's social channels, PR and media outlets. Each celebrity had a content calendar, including at least a launch post, video release, photo release, last chance photo, last chance video and more.

    To ease the strain of holiday shopping, Hollywood actress Robin Wright appeared in a special (SHOPATHON)RED infomercial, sharing tips on how to fight AIDS, while lying down. Whether sipping a refreshing (BELVEDERE)RED cocktail on a fake bearskin rug, listening to music on (BEATS)RED headphones, or simply luxuriating in a Pour les Femmes nightgown, Robin brought her unique take on how to shop, recline and fight AIDS all at the same time! The infomercial was produced by Vice and directed by Martin Granger and Moxie Pictures.



  • Secured 10 top celebrity experiences
  • Offered over 200 products that fought AIDS
  • Generated over target social media impressions
  • Generated over target video views

  • Omaze Celebrity Experience Results

  • 57 Days
  • 157 Countries
  • 94,048 Donors
  • Media

    Video for (SHOPATHON)RED

    Entrant Company / Organization Name



    Entry Credits