Justin Bieber's Never Say Never Weekend
Justin Bieber's Never Say Never Weekend
Paramount Pictures, 2011
NSNWeekend
Pic Me JB

Ever heard of Justin Bieber? We thought so. Naturally, we were flattered and amped when Paramount gave us the green light on his Never Say Never DVD release campaign. Leveraging his 10 million Twitter followers and 25 million Facebook fans, we created a psuedo-holiday surrounding the DVD release. The campaign was crowned #NSNWeekend  - complete with exclusive party favors the week prior to release. 

We created a countdown to NSN Weekend to hype the release, and imprint a memorable street date. Our microsite featured a ticking clock that prompted users to login via Facebook and RSVP to a global viewing event or create their own viewing party events via the Facebook API. 

Every day, beginning May 6, we unlocked for all RSVP'd fans one of the exclusive party favors ranging from Bieber-Berry Cupcake recipes to life-sized posters of Justin, Google Chrome themes, concert clips and more. The most popular favor was an autographed Twitter background. Users entered their name, and it appeared on a downloaded jpeg signed by JB himself. The campaign featured a secondary Facebook app called Pic Me JB where roughly 3,000 people a day showed Justin some love by putting him in their profile pic with Pic Me JB. Try it yourself, here.


Justin Bieber's Never Say Never Weekend
5
325
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Published:

Justin Bieber's Never Say Never Weekend

Ever heard of Justin Bieber? We thought so. Naturally, we were flattered and amped when Paramount gave us the green light on his Never Say Never Read More
5
325
0
Published:

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