Show Your Color campaign was an expressionist campaign to launch the Solo Color HD headphones. It started with the 2012 London Olympics where Olympians were invited to the Shoreditch House in London. Athletes received customized headphones with designs around their country colors. With a photo booth they were able to take a picture and choose a word that they would "b" and share it via social media.
A commercial featuring athletes, musicians, and artists brought the campaign to mass consumers with an app. to allow consumers to create and share what they would "b" via social media. With media homepage takeovers and key broadcast placement, the campaign would come to life and consumers would engage and post their own pictures.
A consumer activation event in NY Times Square celebrated the first week of the commercial launch to allow consumers to be part of the campaign via a Beats by Dre photo booth in Times Square.
With multiple photobooths set up in the middle of Times Square and nearby in Bestbuy stores across Manhattan, people were invited to take their picture, select what they would "b" and share to social media and 10 of the biggest digital billboards in Times Square.
Over 10,000 photographs were snapped during the day from the photobooth in Times Square and at nearby BestBuy retail stores in Manhattan.
Social media tied the campaign together with the hashtag #SHOWYOURCOLOR and a digital application online accessible to computers and phones allowed those not in NY to participate for the upcoming weeks that the campaign ran.
The campaign would grow globally with Marketing Activation Stunts in London and Shanghai. After 6 weeks, a consumer contest began to be in the next SHOW YOUR COLOR Commercial featuring Will.i.am & Britney Spear's new single Scream & Shout. Ten winners were chosen globally to participate among the thousand who entered and we shared their story.
Show Your Color Winners (Behind the Scenes)
Show Your Color TV Commercial 2