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Sexy Villa Party Goes Viral!

Vonage gets wild, taps CROWN for exotic campaign.

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 







Vonage

Project Information

Client: VONAGE
Title: COLLEGE INFLUENCER CAMPAIGN
Tags: social media strategy, APP DEVELOPMENT, influencer marketing
Credits

CROWN SOCIAL
Links

VONAGE.COM

Case Studies
Services
CROWN is a strategic creative agency laser-focused on social media. We create the most compelling content for the most distracted audience of all time.

PNW HQ
1122 E. Pike St. #900
Seattle WA 98122
hq@crownsocial.com
+1 206 577 5121

Los Angeles Office
2219 Main St. #851
Santa Monica CA 90405
la@crownsocial.com
+1 213 585 4760

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