To create an authentic, ground breaking social campaign for the post-lauch phase for the global brand's flagship smartphone, we partnered with one of Vine's biggest names Rudy Mancuso and Snapchat auteur Shaun 'Shonduras' McBride on #NoteMyDay.
The latest iteration of the original phablet has more features than ever and an enhanced S Pen tool that makes everyday better – and we built from there to create a purposeful campaign that uses social listening to find Twitter users having bad days and then turning them around in real time.
Structured in three phases, the campaign first introduces Rudy and Shaun with a film focussed on their creative process and how the new Note helps them produce work loved by millions of fans around the world.
Then they tackled the city that never sleeps, or stops tweeting, New York ... turning frowns upside down over one week of ambitious real time creative content making – finding a tweet in the morning; planning and organising a thoughtful surprise for one unsuspecting New Yorker; arranging a meeting and then making their day better; all captured by a 'run and gun' agile production team from Pulse NYC.
Beach Vollyball on a winter day; stress-busting boxing sessions; epic selfies from a crane 115ft above Central Park; and others that didn't quite make it to the YouTube playlist; this phase had to be the most outrageous project ever undertaken by a brand. A new genre of branded content (more akin to TV 'dramality' shows like Made in Chelsea or Jersey Shore, than traditional TVC productions) has been created and we couldn't be prouder of the results.
Finally, we took the #NoteMyDay campaign global using our bespoke Twitter P.I. tool to find folk having problems we could solve. Our two ambassadors doing what they do best - making content - but this time their creative output was aimed at only one person, and came with a small gift to help ease their troubles. Over timezones and continents, we responded to tweet after tweet in three marathon sessions until we had created 'moments of note' for grateful tweeters.
Links to some Vines and Instagrams:
Also some grabs of tweets sent out as responses to people having problems.
