Advertiser: M&Ms
The Goal: Authentically position M&Ms as a brand that brings people together with their candy while increasing their cultural relevance.
The Strategy: Partner with Grammy Winning producer HitBoy to bring people together through music by creating a beat from scratch using exclusive M&Ms products/ingredients.
The Result: The campaign resulted in 982K+ views across YouTube and allowed M&Ms to show up as a brand that’s culturally relevant.
Advertiser: Hyundai
Hyundai Santa Fe Plug-In Hybrid
Views: 833k
The Goal: Drive awareness and purchase consideration of the 2022 Hyundai Santa Fe among AA consumers 18-34
The Strategy: Leverage culturally relevant content to entertain consumers while organically incorporating key brand messaging and features of the 2022 Hyundai Santa Fe.
The Result: The campaign resulted in 833K+ views across YouTube and a 50% increase in likelihood to consider purchasing the Hyundai Santa Fe.
Advertiser: Chipotle
QSR Real Ingredients for Success Campaign
Views: 3M (165K Engagements)
Mars Reel partnered with Chipotle to enhance their Real Ingredients For Success campaign in a fun and informative manner, driving awareness around the message that Chipotle has “Real Food For Real Athletes”.
The program included talent participation from the 2019 USA Women’s World Cup Champions, Rose LaVelle & Lindsey Horan, along with Sebastian Llteget of the LA Galaxy.
In collaboration with Chipotle, Mars Reel produced & distributed custom video & social content engaging youth soccer fans.
Additional social components included stories uploaded to the Mars Reel & Mars Reel FC IG handles. Instagram posts were also deployed to further showcase soccer techniques & messaging that healthy eating is key for all athletes.
Advertiser: T-Mobile
Custom 360 UGC Campaign
All Def celebrated the spirit of the American Music Awards the unlimited creativity of T-Mobile by lifting emerging talent through the Unlimited Freestyle campaign.
The campaign consisted of 4x Phases:
1. Call-to-Action: All Def Digital engaged rising hip hop artist, KYLE, to star in the CTA Video and invite viewers to upload up to 60 sec. freestyle with official hashtags: #unlimitedfreestyle #contest on Instagram or Twitter. ADD also launches microsite: unlimitedfreestyle.com
2. Digital Influencer Amplification: Enlisted Digital Influencers, Reggie Couz and Timothy DeLaGhetto, uploaded their best freestyle on Facebook, Instagram, and Twitter while encouraging their fans to enter the contest.
3. Reaction Video // Voting: KYLE reviews the top submissions and concludes the video with the 2 finalists. The video is produced by ADD and distributed from ADD and KYLE’s Facebook pages with a CTA for fans to vote for the best freestyle.
4. Announcing Grand Prize Winner // Prizing: The winner is announced and flies to LA to attend American Music Awards, visit the All Def offices, and obtain a recording studio session.
Advertiser: Annapurna Pictures
Theatrical Awareness Campaign
Views: 3M (103K Engagements)
In partnership with Annapurna Pictures promoting Detroit , All Def Digital teamed up with rising hip hop artist , Tee Grizzley, to create an original song, produce the music video inspired after the film, and natively distribute the video across the All Def YouTube and Facebook channels. The goal was to drive timely awareness of the film among A18-34 and position the film as a must see event.
Additional campaign components included :15 Pre-Roll Media across All Def YouTube channel & network, Social Amplification from All Def and participating influencers, and 3-Day Social Mastheads Co-Branded takeover.
Advertiser: Lionsgate Films
Theatrical Awareness Campaign
Views: 2.1M (140K Engagements)
Lionsgate turned to All Def to create a culturally relevant custom video strategy to promote Power Rangers. All Def teamed up with Grammy nominated producer !llmind and five highly respected dancers to remix the original Power Rangers theme song and create an epic choreographed music video. The video was natively uploaded to the All Def YouTube and Facebook channels along w/ social amplification from participating talent.
Additional campaign components included :15 Pre-Roll Media across ADD YouTube channel & network, Behind-the-Scenes Snapchats on ADD’s Story, and Social Amplification from ADD and enlisted Influencers.
Advertiser: A24 / BH Tilt
Views: 1.1M (30K Engagements)
To drive awareness and purchase consideration of the film Sleight, All Def partnered with BH Tilt and super talented artist, Kyle, to create an original song and produce the music video themed after the film. Additional campaign components included a Kyle Behind-the-Scenes custom video, custom Street Magic in the Office video, :15 Pre-Roll Media across All Def YouTube channel & network, and Social Amplification from All Def.