Outstanding Integrated Ad Campaign

Combining Pop-Tarts, extreme sports and rock ’n’ roll, the live events of Pop-Tarts Front Row gave teens a front row seat to all their favorite things in one place. The events, as well as the musicians, athletes and artists that were a part of them were promoted across all digital touchpoints. The Pop-Tarts Front Row website featured videos, photos, real-time tweets and artist interviews. The mobile site gave teens access to exclusive event content no matter where they were. Hype videos on YouTube and Facebook gave fans a taste of what they would experience at a Front Row event. And online media touted all the events had to offer. To further intrigue teens with exclusivity, those who were Facebook fans could access additional content, such as backstage material. For Pop-Tarts fans, this integrated digital experience with great taste and fun from a front row seat could not be beat.

Contributors:

BIGGS|GILMORE

Location: USA