"This is what the truth feels like" tour campaign
While at ACTV8me, we worked with Irving Azoff, Live Nation and Ticketmaster to launch the ACTV8me platform for Music Artists. Our app Mobii was featured in-venue on the jumbotron before Gwen Stefani performed, prompting fans to download the app and engage with the promotional video for a chance to win upgraded seats. ACTV8me supplemented the tour's marketing efforts and placed ads in all of her touring cities through our partnership with Valassis, driving awareness and ticket sales.
Graphic, Web Design and Development
I designed assets for social media, business decks, print, email and web ad campaigns and developed micrto-sites to support this campaign. I primarily worked between content and design throughout this project. While I handled most web tasks, I also worked with the app dev teams.
HTML/CSS - Illustrator - InDesign - Photoshop - Sketch
Adhering as close as possible to the tour's branding guidelines I worked with the creative team to design digital and print marketing assets for the Mobii app and social team. They were deployed throughout the campaign to increase traffic for the events as well as the Mobii app.
Print designs for posters and mailers
Much of the in-app content led to wrapped websites
Content was served to the user before, during, and after the event to enhance the experience as much as possible. I designed in-app content and web pages that I deployed as micro-sites in support of the app and social initiatives. I also designed content templates to make it easier for the team to continue independently on this project with as little friction as possible.
Due to varying levels of interference and signal strength between venues, assets had to be particularly light to get to the user's display without excessive loading time. I designed and tested to ensure a minimum and maximum acceptability for content payload.
A mockup used in decks but was also a reality
I designed assets in support of a video to display in-venue during concerts throughout the tour to promote the app, educate the user, and provide immediate value offers. This was great for downloads, organic traction, the venue, and our user experience research.
Throughout the campaign we tracked and displayed the results. We could use this information in many ways, but I was primarily concerned with user insights, actionable issues we could address and converting the information into business materials.
Mobile impressions garnished that then raised awareness of the app for the remainder of the tour.
Offers saved to the Mobii wallet indicating interest intent resulting in valuable UX insights.
Almost a quarter of the audience downloaded and engaged with Mobii.
The nature of this project caused it to consistently reappear with new challenges requiring me to switch gears fast and often from significantly different types of work. Small systems and featherweight docs helped me immensely here to ramp up with very little downtime.
