Orbit Promo, Case study THE DANCER by Energy BBDO Chicago

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Industry Chewing-Gum
Media Promo & PR, Case study
Market United States
Agency Energy BBDO Chicago
Creative Director John Fiebke, Tim Mattimore
Released August 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: WRIGLEY
Product/Service: ORBIT
Date of First Appearance: Aug 4 2010
Entrant Company: ENERGY BBDO, Chicago, USA
Entry URL: http://www.youtube.com/orbitdirtyshorts
Chief Creative Officer: Dan Fietsam (Energy BBDO)
Director/Writer: Jason Bateman (dumbdumb)
Writer: Will Arnett (dumbdumb)
Group Creative Director: Mike Roe (Energy BBDO)
Group Creative Director: Drank Dattalo (Energy BBDO)
Creative Director: John Fiebke (Energy BBDO)
Creative Director: Tim Mattimore (Energy BBDO)
Media Director: Robyn Stellmach (Starcom)
Digital Media Director: Erynn Hermann (Starcom)
Digital Media Director: Donna Sharp (Starcom)
Media placement: "Prom Date" Viral Video - YouTube.com, CollegeHumor.com, Break.com, YuMe, Visible Measures - June 10, 2010
Media placement: "The Dancer" Viral Video - YouTube.com, CollegeHumor.com, Break.com, YuMe, Visible Measures - August 4, 2010

Insights, Strategy & the Idea
see below

Creative Execution
The creative idea was that “a good, clean feeling unexpectedly prevails over dirty situations.” Celebrity talent was used to drive further engagement and interest. Orbit Dirty Shorts ran only online. Instead of trying to create our own community, Orbit Dirty shorts was spread through existing online communities and social networks so the consumer could engage on their terms. Distribution was through multiple video-sharing sites as well as paid digital media: YouTube, including promoted video, paid search and pre-roll; College Humor, including editorial support, pre-roll and custom skin; Break.com, including editorial support, pre-roll and companion banner; YuMe pre-roll and companion banner; Visible Measures viral seeding.

Results and Effectiveness
see below