For the 2012 event the client needed a strategic approach and method to increase conversation online around the awards, strengthening its relevancy and generating digital buzz. The event had been getting a lot of traction from traditional media, but they needed something creative that stimulated chatter across the digital space.
We developed a 360 degree integrated campaign that leveraged the power of digital and social media to take online action offsite through a series of social activations. For the creative theme of the activations we went back to the root of the client. Bing is about “doing” and “living”, it’s about creating great life moments, and there are few moments as great as winning an award in Hollywood. So, we created a 360 campaign that emphasized life moments and called it, “#MyBingMoment”.