ENTERTAINMENT & ACTIVATIONS
NYE with Justin Bieber
People everywhere were eager to ring in 2021. Due to continuing coronavirus challenges, traditional NYE celebrations were no longer possible. And after a year of virtual events, brands needed to make it special to stand out from the crowd.
We teamed up with Justin Bieber to create the most exciting New Year’s Eve celebration yet—one that could be enjoyed to its fullest from the safety and comfort of your own home or at the venue strategically selected to bring the concert spirit to life.
Thanks to T-Mobile, fans were able to livestream Justin’s first full-length concert in 4 years. But we didn't stop there—through a social play, some lucky winners got the chance to celebrate it in style with an exclusive NYE celebration pack that made the party from home even more excited.
From backstage to onstage and beyond
With a little creativity, we showed fans everywhere that it was possible to connect to your favorite artist at Premios Juventud—and get closer than ever before—even if they weren’t able to be in the same venue.
Together with T-Mobile, CNCO, and influencer Sebas, we created a social campaign just for the fans—one that got them closer to their favorite stars and their favorite awards show. We created a series of videos taking fans through the entire awards show experience, from getting ready at home to rehearsals to the performance—all in the style of a FaceTime call.
The experience culminated in the chance to virtually meet CNCO by tweeting during Premios Juventud from where you were watching the show using our branded hashtag. From the comfort and safety of their own homes, fans got to experience the show—and their favorite artists—on a new, deeper level.
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