In spring 2013 Smashbox Cosmetics teamed up with world-famous street artist Curtis Kulig For one of the most talked-about makeup collections of the year. The mission was to create a digital experience to launch the new ‘Love Me’ collection and give Smashbox fans a way to experience the makeup, Curtis’ art, and be the star of the show. Fans were able to build their own personalized billboard showing what ‘Love Me’ means to them directly on Facebook in 3 simple steps: 1. Fans designed their billboards on Facebook by choosing from a set of templates. 2. They uploaded pictures and added text to personalize their billboard. 3. They could then share their billboard socially and enter the sweepstakes to win coveted items from the limited-edition Love Me collection. These personalized billboards were projected live on a digital billboard over Hollywood Boulevard the week of the Oscars, across the street from the Oscar venue. More than 15,000 billboards were created in less than 3 weeks. These fans received an email letting them know the exact time and date their personal billboard would appear live on Hollywood Blvd with a link to a live-stream to watch their billboard over Hollywood Blvd. the week of the Oscars. This entire experience originated in the digital world on Facebook, existed in the real world on Hollywood Blvd and came full circle with the live-stream of the billboard experience on Facebook. BEST FACEBOOK CAMPAIGN: This entry deserves to win in this category because of the unique nature of the campaign. The entire experience originated and ended in the Facebook environment and took fans into the real world by projecting the billboards made on Facebook onto a digital billboard over Hollywood Boulevard the week of the Oscars. Smashbox gained 67,339 Facebook fans (over 10%) and the app had 136,303 total page views in just 3 weeks. Fans were able to design their billboards on Facebook by choosing from a set of templates. They uploaded pictures and added text to personalize their billboard. They could then share their billboard socially and enter the sweepstakes to win coveted items from the limited-edition Love Me collection. BEST USE OF SOCIAL MEDIA IN REAL LIFE: The Smashbox Love Me Digital Billboard Experience literally took the billboards fans created within the Facebook environment and placed them into the real world by projecting the billboards made on Facebook onto a digital billboard over Hollywood Boulevard the week of the Oscars. These fans received an email letting them know the exact time and date their personal billboard would appear live on Hollywood Blvd with a link to a live-stream to watch their billboard in action over Hollywood Blvd. the week of the Oscars. This entire experience originated in the digital world on Facebook, existed in the real world on Hollywood Blvd and came full circle with the live-stream of the billboard experience on Facebook. One of the most profound entries received was from a young woman whose husband is stationed in Afghanistan. She created a "Love Me" billboard for him of a picture of her and her husband with the message "Love Me means I will always be there to welcome you back home" and sent the live-stream link to her husband who was stationed overseas.
CASE STUDY VIDEO: http://www.youtube.com/watch?v=s3gNE4coj4M
