The Walt Disney Company
For the new launch of the Disney Channel show ‘Austin & Ally’, Disney asked us to produce an engaging cross media campaign to build awareness and drive viewers to watch the show.
The target audience for the show were tweens and teens, so it was crucial to reach and communicate with them in a way that was relevant and fun.
We created a campaign centred around the “One Billion Hits Challenge”, a line from a song featured in the show's trailer. Viewers collect “fan” points by participating in various cross-platform activities and unlock exclusive content as certain fan tiers are reached. We introduced ideas for online games, social media, smartphone apps and augmented reality applications to drive further interest in the show.