A results-driven marketing leader with 20+ years of experience developing integrated, digital, social, experiential, growth, and content-driven campaigns for radio, TV, film, music, brands, and nonprofits.
Tiktok/93rd Oscars partnership consisted of an in-show placement from the popular film song trend “We Don’t Talk About Bruno.” On the platform, the partnership included a Branded Search Hub, Discovery Hashtag, Branded Effect, @Oscars LIVE, and @TikTok LIVE from the Red Carpet.
@TikTok LIVE from the Oscars Red Carpet: 2M Views
#Oscars: 3B Views on TikTok
#OscarsAtHome (Discovery Hashtag): 16B Views
Branded Effect: 83.5K Videos Created
@Oscars LIVE day before the show with host Shawn Finnie and Sofia Carson: 436K Views
For the 93rd Oscars, AMPAS partnered with Meta and TikTok to secure influencers to create reach and engagement for the show. Influencers made a big impact across platforms, especially on TikTok, and generated more than 31 million Oscars-related content views in the two weeks leading up to the broadcast.
Three Twitter users who voted on their favorite films will also get to present an Oscar award at next year's ceremony.
For the 94th Oscars, #OscarsFanFavorite and #OscarsCheerMoment were the first-ever opportunities for fans to vote for their favorite film from 2021 with Fan Favorite, and their favorite cheer moment of all time.
#OscarsFanFavorite, #2 trending topic the majority of the day of launch behind the Super Bowl.
600K fans voted for #OscarsFanFavorite & #OscarsCheerMoment (186% engagement increase from 2019 Twitter Ballot Game Oscars Show Day)
“SEEN w/ Nick Barili,” the Academy’s YouTube/Facebook series, followed Argentinean-American influencer, journalist, director, and producer Nick Barili as he connected with Academy members John Leguizamo, Eva Longoria, and Edward James Olmos to explore their craft and culture. In only 3 weeks, “SEEN” accumulated over 1.3M views, surpassing all other Academy long-form series, including “Academy Dialogues.” “SEEN” received critical acclaim from various press outlets, including Variety, Deadline, Insider, Indiewire, People, and more.
In 2020, “Academy Dialogues: It Starts With Us,” a series of virtual panels featuring over 35 Academy filmmakers, entertainment executives, and craft department heads, was released as a part of Academy Aperture 2025, featuring conversations about race, ethnicity, gender, history, opportunity, and the art of filmmaking. These discussions focus on the industry-wide systemic changes needed to afford more significant opportunities to women and people from underrepresented ethnic/racial communities and create a new narrative for recovery.
This first-time series for the Academy of Motion Picture Arts and Science garnered over 1M views and 10k watch time hours on YouTube. Additionally, it received a Silver Clio Entertainment Award and Shorty Awards nomination for Multicultural Community Engagement.
Creed II took over Complex Con 2018 by recreating the boxing gym experience for fans and a Terrence J hosted Q&A with stars Michael B. Jordan, Florian Munteanu, director Steven Caple Jr. and celebrity trainer Corey Colliet. This 360 marketing execution included an opportunity for fans to play Creed: Rise To Glory VR game, participate in giveaways of Michael B. Jordan and Nike’s exclusive Huarache shoe collaboration, special influencer and press Q&A with the cast/director and Michael live in the studio on Complex’s Open Late. Fans were treated to custom t-shirts and branded boxing merch from Title Boxing. 61K+ attendees visited the space over the course of the weekend. The activation, press and media garnered: 2.1M editorial and social impressions on Complex.
Additional Key Metrics:
7% of the overall conversation for the weekend
11MM Earned Impressions
100% Positive/Neutral
SOCIAL VERBATIMS:
People were getting excited to experience the ring at Complex Con
People were sharing photos and videos of their experience at the booth meeting MBJ and Florian
The Fight posters, T-Shirts and the Huaraches were a big hit
Getting the #Creed ring ready for @michaelb4jordan 👀 Come thru today to see it all go down. #ComplexCon
It’s about to go down! #creedII @complexcon
We’re so excited for #Creed2 @nukethefridge is headed to Complex Con to interview Michael B. Jordan (Adonis Creed), Florian Munteanu (Viktor Drago), Steven Caple Jr. (Director) and Corey Calliet (Trainer) Stay tuned…
Me and my ace #chazodagreat #creed2 #complexcon2018
If there was a year to go #ComplexCon it was 2018. @michaelb4jordan promoting #Creed2 in between all the talks and performances 😭 2019 better not disappoint.
Don’t wish for it work for it.... #Creed2 #complexcon2018 #blessed #mrcalliet👑
😩 I’m just going to eat my snacks in a corner & dream about the Bomb workout I’ll have in the morning ✊🏾
He's such an amazing person! Continue to shine Mike! Congratulations on your limited edition sneaker with @nike
I can’t wait to see it! 🙌🏾 #michaelbjordan #fenomlife3 Repost @michaelb4jordan
Today at #Complexcon 💢 Creed vs Drago I can't wait for #Creed2 🥊🥊#MichaelBJordan #TeamMBJ #FlorianMunteanu
One good thing happened today I got to see @michaelb4jordan at complexcon. Lol I could've just died. I can't wait to see #CREED2. 🥊🥊
From the #Creed2 booth at #ComplexCon. So excited for this movie!!
That poster is awesome!! Looks like I’m might be hitting the eBay lol
Hey @michaelb4jordan @creedmovie got any extra double sided movie posters lying around from @ComplexCon today🤷🏼♂️🤷🏼♂️🤷🏼♂️
@michaelbjordan His smile is Amazing!☺️❤️ Those shoes are cute 😍
What’s themmm on his feet tho
Friends and Family Huaraches, limited to 400. Designed by Michael B. Jordan. #complexcon #CREEDII
From the #Creed2 booth at #ComplexCon. I am SOOOOO ready for this movie! CreedVSDrago #Rocky #Creed #MichaelBJordan #IvanDrago #Drago #boxing
@pizzaplanettruck They are giving away a shirt if you try the VR experience, but looooooong line.
Where can I get one of these T-shirts ASAP?
Need this T !!!!!!
Social Influencers who visited the space included:
Ashley Everett: 565k followers
Dexter Holman: 13.6k followers
DJ Damage: 79.4k followers
Eric Bigger: 167k followers
Jo Joe: 604k followers
Pat D. Lucky: 2.6m followers
Splack: 1.4m followers
Wuz Good: 703k followers
Jasmine Luv: 1.2m followers
Baby Kaely: 301k followers
Porscha Coleman: 134k followers
Frank Atkinson (Rude Gentleman): 148k followers
View this post on Instagram
A post shared by Michael B. Jordan (@michaelbjordan) on Nov 7, 2018 at 8:50am PST
CMA Insider: New Artist of the Year Nominee Docu Series
To continue CMA’s efforts to expand the reach of Country Music and expose fans to artist stories and music, CMA launched it’s New Artist of the Year Docu Series. The series featuring new artist nominees Lauren Alaina, Luke Combs, Old Dominion, Jon Pardi and Brett Young debuted on Facebook and YouTube in advance of the 51st Annual CMA Awards broadcast.
In collaboration with VaynerMedia, CMA developed a comprehensive social media campaign garnering:
“CMA Fest” in 360˚ w/ Cole Swindell feat. Dierks Bentley for a performance of “Flatliner” was one of the highest performing videos of the night. Both 360˚ videos (”Flatliner”, “Somethin I’m Good At”) generated 1.2M+ impressions and 210k+ views the night of the show.
"CMA Fest” in 360˚ w/ Brett Eldredge’s “Somethin’ I’m Good At”: Released the night of the TV special, this was one of the top viewed content pieces of the night on Facebook.
Partnerships with Amazon Music, Pandora, Billboard and Vevo were all customized to create enhanced experiences for the fans at CMA Fest 2017. Through these deals, OOH social screens, CMA Fest App, the integration of cashless payment powered by FastBar and more, CMA increased visibility, engagement, and revenue across the board. Check out the snapshot of strategic initiatives below:
- OOH Screens @ Stages Social Interactions: Increased 126%; Total Impressions: Increased 50%
- CMA Fan Access Registrants: Increased 62%; Engagements: Increased 183%
To announce the launch of the Batman v Superman Lex Luthor in world narrative, activations across digital, publicity, media and experiential introduced fans to Lex Luthor, LexCorp and the future of Lex/OS. An advertorial in Fortune Magazine kicked off the experience and highlighted Lex Luthor’s backstory, personality and current endeavors. Coinciding with the advertorial’s launch was Lex Luthor’s Twitter page, which gave fans a taste of Lex’s personality and commentary on real world events. The buzz from the article carried over into LexCorp’s presence at New York Comic Con 2015 where LexCorp offered exclusive free wifi to the 140,000+ attendees in the Javits Center, showcased a LexCorp booth and charging station with LexCorp employees handing out free branded cell phone chargers, plus created a LexCorp LexOS :60 spot that played on monitors throughout the Javits Center, touting the launch of LexOS and alerting fans to free wifi.
260,000+ Average Wifi LexCorp Sessions
The LexCorp activation received organic pick up from 40+ online press publications including: EW, Nerdist, THR, comicbook, IGN, Collider, Joblo, Slashfilm, Firstshowing, Screenrant, and Screencrush.
Press Pickup Highlights:
EW: LexCorp promises 'a better tomorrow... today' in new Batman v Superman video http://www.ew.com/article/2015/10/08/batman-v-superman-lex-luthor-lexcorp-video
nerdist: LEXCORP INDUSTRIES RELEASES SUSPICIOUS NEW VIDEO AT NEW YORK COMIC CON http://nerdist.com/lexcorp-industries-releases-suspicious-new-video-at-new-york-comic-con/
THR: 'Batman v Superman': Lex Luthor's LexCorp Unveils Website, OS http://www.hollywoodreporter.com/heat-vision/lex-luthors-lexcorp-os-video-830735
comicbook: Batman V. Superman: LexCorp Announcement Video And Display From New York Comic Con http://comicbook.com/2015/10/08/batman-v-superman-lexcorp-announcement-video-and-display-from-ne/
IGN: BATMAN V SUPERMAN: LEXCORP VIRAL SITE LAUNCHED AND PROMOTIONAL VIDEO RELEASED http://www.ign.com/articles/2015/10/08/batman-v-superman-lexcorp-viral-site-launched-and-promotional-video-released?utm_source=twitterfeed&utm_medium=twitter
collider: ‘Batman v Superman’: LexCorp’s Viral Site Teases Big Announcement http://collider.com/batman-vs-superman-lexcorp-viral-site-new-york-comic-con/
comicbookmovie: LexCorp Booth & LexOS Announcement at NYCC http://www.comicbookmovie.com/batman_vs_superman/news/?a=125731
Reaction on social media was very positive. Many called Lex Corp’s offer of free wifi at New York Comic Con “brilliant” and “genius.” Continued conversation that the marketing efforts for this viral stunt had been “incredible” thus far in the campaign.
NYCC Sponsorship Included:
- Inclusion in the FAQ of the NYCC Mobile App, which launched 48 hours before the event and was picked up virally.
- Push notification through the NYCC App on Thursday and Sunday during the convention.
- Dedicated button int he NYCC app that directed fans directly to the LexCorp site.
- Custom SSID identifying LexCorp as the wifi provider and further expanding the in world appeal of the activation.
To reach a millennial audience, The Gallows digital campaign integrated a strong influencer overlay via custom partnerships with Fullscreen, Machinima, and Wattpad to engage the audience authentically with strong socially driving content across Snapchat, Instagram, Tumblr, Twitter and Facebook. Additionally, The Gallows partnered with Shots App in a first to market execution the encouraged users to take a #shareyourscare shot and involved 7 influencers telling their followers to reply with their #TheGallows scared face. This first to market activation generated 993 Shots, 773K Likes, and 8.4M views. Over 55 influencers were activated with a combined social footprint of over 125M to create 95 content pieces with The Gallows branding. By opening, influencers had generated over 6M total social engagements for The Gallows and as a subsequent result #TheGallows trended in 5 countries, including the top trending topic in the UK for several hours.
Mad Max partnered with Twitter to execute a first to market Twitter Madness Meter to capitalize on March Madness fan excitement. During the sweet sixteen and elite eight portions of the tournament, fans unlocked exclusive footage and tease animations from the film that aligned with real time moments and built awareness for the trailer release at the end of the execution. The strategy garnered 5.3M overall impressions and over 9M trailer views in the first 24 hours.
Get Hard took over SXSW 2015. The activation consisted of a partnership with Funny Or Die where custom viral video “The Lost Audition Tapes” debuted at an exclusive event featuring the main cast. The viral video garnered 3.7M worldwide views in the first 24 hours. Will Ferrell and Kevin Hart also participated in a Twitter Q&A #GetHardChat, which was a trending topic on Twitter. Social volume continued to rise with each event. The film created more social volume than other films at SXSW (Trainwreck, Spy, Unfriended) and peaked during the red carpet premiere. Over 2300 mentions of Get Hard with Kevin Hart appearing in 75% of the conversation and Will Ferrell appearing in 53%.
