Dell | Real-Time Social Activation | Music & Entertainment
During the Billboard Music Awards, Dell wanted to join the conversation in a way that felt authentic to the event and meaningful to its audience. Rather than simply reacting on social media, the brand became part of the experience itself.
Challenge
How can Dell participate in a music conversation without behaving like a traditional sponsor?
How can Dell participate in a music conversation without behaving like a traditional sponsor?
Idea
We tracked fan conversations in real time and transformed selected tweets into personalized songs, publishing custom musical responses directly back to users throughout the event.
We tracked fan conversations in real time and transformed selected tweets into personalized songs, publishing custom musical responses directly back to users throughout the event.
Outcome
By turning social interactions into creative experiences, the campaign allowed Dell to engage audiences in a way that was immediate, personal, and deeply connected to the spirit of the BBMAs.
By turning social interactions into creative experiences, the campaign allowed Dell to engage audiences in a way that was immediate, personal, and deeply connected to the spirit of the BBMAs.
My Role
Art Direction
Creative Collaboration
Production Oversight
Art Direction
Creative Collaboration
Production Oversight
Agency: Y&R Miami
Creative Partner: Felipe Dornelas
Creative Partner: Felipe Dornelas
