MEKANISM Promo, Case study HOLIDAY INVITE by Mekanism

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Industry Business equipment & services, Advertising & Communication, Corporate Image
Media Promo & PR, Case study
Market United States
Agency Mekanism
Creative Director Adam Avilla
Producer Cathryn Yongue
Released December 2009

Credits & Description

Category: Corporate Information
Advertiser: MEKANISM
Product/Service: CHRISTMAS PARTY
Date of First Appearance: Dec 10 2009 12:00AM
Entrant Company: MEKANISM, New York, USA
Creative Director: Adam Avilla (Mekanism)
Producer: Cathryn Yongue (Mekanism)
Lead Design: Richard Krolewicz (Mekanism)
Media placement: Online Video - Vimeo - 8 December 2009

Results and Effectiveness
We launched our holiday invite in two stages. The first was a teaser containing a still from the video with a save-the-date message. The second phase unleashed the full viral video invite to thousands of friends of the company worldwide. The open and click rates were phenomenal, leading to an incredible maxed-out attendance at our holiday party. We also spread the video on our own Vimeo/YouTube accounts, creating a huge buzz and thousands more views. The video received further recognition in Creativity and Boards Magazines. All for the sake of holiday cheer.

Creative Execution
We took an existing video with enormous traffic on various social networks (Chris Dane Owen’s “Shine On Me” music video) and repurposed it. With a wardrobe full of interesting costumes, wigs and props and by utilising the simplicity of green screen, we asked each of our staff members to re-enact and interpret the video. The entertaining results were then edited, animated and glossed over by our own in-house design team to mimic the original.

Insights, Strategy & the Idea
When we set out to throw our annual end-of-the-year holiday bash we wanted it to be a huge event. Even if you couldn’t attend the event, we wanted the invite alone to feel like a fun gift from us. We decided to create a different spin on the agency Christmas party invite: we created and deployed a viral video entitled “Love Has Enemies”.