Sexy Villa Party Goes Viral!
Vonage engaged Crown Social to spark usage by college students as part of the company’s biggest initiative in recent history. We analyzed social activity around their products and competitors and identified the top domestic markets for targeted, hyper-local outreach.
We identified key influencer groups at each of eight target university pairs and put together a two-week travel itinerary aimed at getting traction for the campaign and app amongst the greatest number of college students possible. The prize was an all-expenses paid trip for the winner and 10 friends to a badass Mexican villa during spring break. Personal chef, Maybach curtains and a live-in DJ included, of course. As part of the app design, we set up a photo shoot that captured the giddy excitement students would feel if they won, by using actual college students as models. Props were minimal: a beach ball, some clothes from Value Village, and a scary building to explore afterward.
“SEXY VILLA PARTY GOES VIRAL!”
CAMPAIGN GOAL: 1MM DOWNLOADS
Rivalry Week
-> On Campus Events
-> Big Facebook Contests
-> Spring Break Paid Vacation
-> Twitter: Celebrity to tweet about it
Twitter endorsements / product placement
Influencers determined by cost, engagement rate/CTR, and campus survey.
o Lindsay Lohan
o Kim Kardashian
o Khloe Kardashian
o Keenan Cahill
o Felicia Day
o Kreayshawn
o The Weeknd
o Theophilis London
o Jenna Marbles
Facebook Advertising
On-campus event execution
-> The campus with the greatest number of
downloads wins a free concert by artist TBD
-> Event is optimized for social sharing, incl.
o Live Twitter feed
o Photo booth w/ Twitter/Facebook
integration
Hyper-local campus promotion (x8 campuses)
-> Handbill and poster dissemination on-campus and
at area retailers and campus radio outreach
-> Direct outreach via email and social
-> Target schools based on student population,
PSMA size, connectedness and competiveness:
Community management
-> Campaign management and engagement
-> Amplification of related articles, assets and posts
-> Near real-time response to community inquiries
-> Outreach to synergistic online communities and
early supporters
Spring Break Vonage Mobile Villa Party
-> Airfare and lodging for 11 people
-> On-site DJ, bartender, chef and housekeeping
Facebook and web development for viral contest
-> Spring Break promotion landing / FB page
-> On-campus event landing / FB page
-> Gamified FB app incl.
o Dynamic leaderboard
o OpenGraph API
o Countdown timer
o Minimum number of shares
SPRING BREAK VILLA PARTY CONTEST FOR WINNER PLUS 10 FRIENDS
All expenses paid trip to your own villa for you plus 10 friends. Your villa comes equipped with in-house chef, housekeeping, driver and DJ -- plus video blogger to keep the rest of the world tuned-in.
VIRAL ON-CAMPUS CELEBRITY EVENT FOR TOP SCHOOL
As judged by total downloads (per capita). Those who downloaded will be notified first. Streaming Twitter contests, photobooth with Facebook check-in and more ensure social ripple and campaign closure.
Client: Vonage
Agency: CROWN
Work
About
Mood
Careers
Blog
Contact
Advertising
Apparel
Brand/Identity
Campaigns
Community Building
Consulting
Content
Design
Exec Comms
Experiential
Go-to-Market (GTM)
Influencer
Motion
Packaging
Presentations
Product Design
Research
Social Media
Social Monitoring
Social Selling
Strategy
Training
UX/UI
Video
Web
1 Hotels
Amazon Alexa
Amazon Music
Blue Nile
Boo’s
Brooks Running
Castbox
Dell Technologies
Dick's Drive-Ins
Docusign
Future Arts
Gold Bar
iHeartMedia
Intuitive Surgical
Microsoft Design
Obedience Department
Seattle Interactive
Tegria
Vicarious
Vonage
WA Golf
Wizards of the Coast
Zillow
Seattle Office of Economic Development
Creative Mornings
Vicarious Creative Talent
Something Forever Design House
Youth Advisory Board
Motion Picture Association / Trusted Partner Network
Assembly
Creatives for Climate / Ethical Agency Alliance
Seattle Good Business Network
Washington Technology Industry Association
Legal
Privacy
Cookies
Terms & Conditions
Sitemap
Spotify
TikTok
Vimeo
YouTube
Twitter/X
Flickr
Github
Tumblr
“Crown Social Agency”
©2025 All rights reserved