Holiday Inn

Background

McCann NY partnered with the BYU Ad Lab seeking social media strategy and conceptual work for their client, Holiday Inn. They had recently commissioned a talented young artist, Kyle Andrews, for work on a TV campaign. When audiences heard Kyle’s music on the Holiday Inn spots, he quickly gained a solid fan base on youtube. McCann NY was looking for the next big step.

Process

Working within strick time and budgetary constraints, our team our team went to work honing in on a social media strategy and possible campaign concepts to augment McCann NY’s work. The McCann team had originally hoped to organize a concert go accelerate the momentum Kyle was gaining. The problem was, a one-night show in NYC wouldn’t do much for Kyle’s longevity. Instead our team recommended creating a virtual concert experience on youtube, coupled with an activity that reflected the lighter themes and fun associated with Kyle’s musical style. We proposed creating a music video of Kyle performing “on stage” in the midst of the world’s largest water balloon fight.

Outcome

Kyle Andrew’s video concert broke the world record for the largest water balloon fight and massed over one million YouTube views in less than a week, a number that is still growing. McCann was able to incorporate our additions to their social media strategy and win a Bronze One Show Pencil, a highly revered advertising award.