Dell | Entertainment Marketing | Social Activation
During Emmy season, Dell wanted to connect its cinema-quality viewing experience to one of television fans' biggest frustrations: spoilers. Rather than simply promoting the product, we looked for a way to make Dell part of the viewing experience itself.
Challenge
How do you position Dell as the best way to enjoy premium television while solving a problem every fan understands?
How do you position Dell as the best way to enjoy premium television while solving a problem every fan understands?
Insight
People don't just watch their favorite shows—they actively avoid social media to escape spoilers during major television events.
People don't just watch their favorite shows—they actively avoid social media to escape spoilers during major television events.
Idea
We created Liga Anti-Spoiler, a real-time social movement that recruited influencers to help fans navigate Twitter without ruining the biggest moments of Emmy season. By transforming spoiler prevention into entertainment, Dell became an active ally in protecting the viewing experience.
We created Liga Anti-Spoiler, a real-time social movement that recruited influencers to help fans navigate Twitter without ruining the biggest moments of Emmy season. By transforming spoiler prevention into entertainment, Dell became an active ally in protecting the viewing experience.
Outcome
The campaign turned a universal fan frustration into a shared social experience, allowing Dell to participate in the cultural conversation in a way that felt relevant, helpful, and authentic to entertainment audiences.
The campaign turned a universal fan frustration into a shared social experience, allowing Dell to participate in the cultural conversation in a way that felt relevant, helpful, and authentic to entertainment audiences.
My Role
Concept Development
Art Direction
Visual Identity System
Creative Collaboration
Concept Development
Art Direction
Visual Identity System
Creative Collaboration
Agency: Y&R Miami
Creative Partner: Felipe Dornelas
Creative Partner: Felipe Dornelas
