R/ga Digital, Promo, Case study Social Media Hell by R/GA New York, Y&R Garage 4x4 Riga

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Social Media Hell

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Industry Advertising agencies, Software & Multimedia Productions, SaaS, Business equipment & services, Mobile applications
Media Digital, Interactive & Mobile, Promo & PR, Case study
Market United States
Agency R/GA New York
Agency Y&R Garage 4x4 Riga
Executive Creative Director Andy Clarke
Released June 2011


Cannes Lions 2011
Cyber lions Community Applications Bronze

Credits & Description

Category: Community Applications
Advertiser: R/GA
Product/Service: GAME
Agency: R/GA
Date of First Appearance: Mar 9 2011
Entry URL: http://judgeseyesonly.com/sxsw
Art Director, Motion Graphics: Robertino Zambrano (R/GA)
Executive Creative Director/Visual Design: Andy Clark (R/GA)
Design Director/Visual Design: David Trumpf (R/GA)
Visual Designer: Caitlin Osbahr (R/GA)
Senior Vice President/Copywriting/Executive Management: Chapin Clark (R/GA)
Content Strategist/Copywriting: Kristen Joy Watts (R/GA)
Vice President, Technology and Invention: Will Turnage (R/GA)
Senior Open Standards Developer & Solutions Architect: Adam Housman (R/GA)
Open Standards Developer: Andrei Rosca (R/GA)
Web Master: Catalina Dragomir (R/GA)
Open Standards Developer: Razvan Pavel (R/GA)
Executive Producer: Joe Neal (R/GA)
Associate Producer: Julia Pontecorvo (R/GA)
Associate Creative Director/Interaction Design: Mirco Pasqualini (R/GA)
Associate Interaction Director: Caryn Audenried (R/GA)
Senior Print Producer: Erica Jensen (R/GA)
Executive Director, Quality Assurance: Michael Shagalov (R/GA)
Associate Director, Quality Assurance: Richard Kriheli (R/GA)
Chief Creative Director/Executive Management: Nick Law (R/GA)
Vice President Executive Creative Director, Interaction Design: Chloe Gottlieb (R/GA)

English Synopsis
Social media has taken over our lives. We are constantly bombarded with the opinions of our friends and followers. So we wanted to give these “gurus” and “rock stars” a place where they could thrive: in hell. Introducing Social Media Hell, a mobile site that allows users to unlock the seven levels of hell based on Dante’s Inferno, through tweets and foursquare check-ins. It launched at SXSW Interactive, where players confess their sins by checking into designated locales or selling their souls through twitter posts. A leader board took form, with the top player of SXSW becoming mayor of hell.