Social Media Mashup Renders Classic “I Do” Moment
NEW YORK – Fred Ehrhart, a creative producer at NYC interactive marketing agency Deep Focus, had the perfect plan to propose to his girlfriend, Dalila; that is, until she guessed his intentions. However, with the help of his employer as well as VideoEgg, the rich media ad network for guaranteed engagement, and SheKnows.com, one of the fastest growing online content and community destinations for women, Fred was able to surprise Dalila today and “get down on one knee” virtually, using social media tools and a creative campaign sure to win accolades for most unique marriage proposal.
Deep Focus, VideoEgg and SheKnows.com partnered to provide Fred with an innovative approach that allows the creative director to appeal to the Internet audience for support in his plight to get his girlfriend to “say yes.” By creating a custom ad unit with a broad array of social media tools for Fred, VideoEgg also set out to put its mantra of “guaranteed engagement” — the tagline behind its pioneering cost per engagement pricing model, in which advertisers pay only when a consumer engages with its ad unit — to the test.
Featuring a video from Fred and a photo montage of the couple, VideoEgg developed an ad experience that integrates social media capabilities to help Fred and his supporters spread the word. In addition to full Twitter integration, including the ability to Tweet directly from the AdFrames unit, viewers can also connect directly to their Facebook feed via Facebook Connect without leaving the ad unit to rally support for Fred.
Additionally, SheKnows.com created a special web page dedicated to the proposal that features the ad unit. Formatted as an article written by Fred about Dalila and why she should accept his proposal, the web page will be featured as a story in the “top 10” list on the SheKnows.com home page. SheKnows.com also plans to run follow up articles after the proposal takes place.
“Since my girlfriend is not a person who is easily convinced, we are asking people who go to the SheKnows.com page and see the banner, and then post to Twitter and Facebook with the hash tag #SayYesD with a message as to why my girlfriend Dalila should say yes,” said Fred. “Please help me out!”
View the campaign and help Fred convince Dalila to accept his hand in marriage by visiting the SheKnows.com proposal page, featuring Fred’s article about Dalia and the interactive advertising unit.
Supporting Quotes
“What better way to draw attention to technology’s ability to facilitate and improve engagement, than a real-life engagement? And what better way to support a valued employee, than to help him make the biggest, most important, least reversible decision of his life?” – Ian Schafer, CEO of Deep Focus
“The Deep Focus team came to us with an irresistible challenge – use AdFrames to seal the deal for Fred. The ability to pull in social functionality over the full-page video experience fit nicely with Fred’s intentions and showcases the rich media capabilities VideoEgg is known for. We really hope she says yes!” – Troy Young, CMO of VideoEgg
“SheKnows is always looking for partners who share our vision for creativity, so it’s a great opportunity to bring a whole new meaning to the term ‘engagement.’ We certainly wish Fred and Dalila the best and invite them to come back and share updates with the SheKnows audience.” – Zach Alter, Director of Marketing & Sales Integration, SheKnows.com
About Deep Focus
Founded in 2002, Deep Focus, Inc. is a fully independent interactive marketing agency that creates, promotes, and distributes shared, positive experiences that bring consumers closer to brands – and each other. Deep Focus delivers a holistic combination of strategic and creative services, technology development, media planning and buying, public relations and community management. Recognized as an industry leader in Social Media, Deep Focus was OMMA Magazine’s 2007 Media Planning & Buying Agency of the Year, and a winner of a Cannes Lion. Deep Focus is headquartered in New York City, with an office in Los Angeles.
About VideoEgg, Inc.
VideoEgg is a new kind of rich media advertising network that guarantees brand engagement. The network is composed of over 100 million uniques across more than 600 leading sites, blogs, and gaming sites, as well as social and mobile applications, bringing outstanding consumer reach and engagement to its advertising partners. An advertising innovator, VideoEgg was the first to commercialize interactive advertising overlays onto video, an approach that is being widely adopted by the industry. Founded in 2005 and based in San Francisco, with offices across North America, in the UK and Australia, the company is privately held and backed by August Capital, First Round Capital, Maveron, WPP and Focus Ventures. For more information on VideoEgg, please visit http://www.videoegg.com.
Follow VideoEgg on Twitter: http://twitter.com/videoegg
About SheKnows.com
Getting to the heart of what it really means to be a woman, SheKnows (www.sheknows.com) attracts more than 24 million unique visitors. With editors dedicated to providing daily content for women seeking advice, information and a fresh fun take on life, the site is the authoritative source for women ages 18 to 54. The SheKnows audience gains access to exclusive content on entertainment, parenting, health and wellness, money and career, dating, beauty and style and more, and are offered a stimulating, well-rounded online experience enhanced with a vibrant message board community, free games and activities, and captivating blogs.
As one of the fastest growing destinations on the web, SheKnows is consistently one of the top 10 properties for women, generating over 150 million page views each month. For advertisers, opportunities for sponsorship and creative integration go well beyond the banner and make marketing messages an uninterrupted part of the user experience. The company is based in Los Angeles with offices in New York, Scottsdale and Chicago. SheKnows is part of Atomic Online (www.atomiconline.com), a diversified online media company.
