A crossmedial campaign to spread and amplify new concepts of entertainment, directly involving users on the conception and realization of their own «homemade parties».
To establish a captivating, paticipative and close to the target digital positioning thanks to the creation of a useful content with the aim to reinforce the brand awareness among young people.
Positioning the brand in the entertainment area and giving voice to a young, highly technological and always online audience. This is the starting point from which the YouParty concept was conceived, a crossmedial venture that involves the target in order to turn it into a proper party planner, thanks to Fonzies. A project developed online as it is possible to take part in the contest and propose a personal idea of the ultimate party, and offline, in the place where the winners’ party is threw.
The venture engaged the target through a blog of ideas and suggestions on how to throw a party. A Social Media campaign planned to provoke the most WOM in relation to the events, a user oriented contest and the participation of Radio 105 Network.
A deejay, a soundsystem and a Fonzies supply made up the «Kit Fonzies» with which the winners achieved their own idea of a party. All documented by a videoblogger with the the job to catch the coolest scenes and pubblish them online on website and social media to enlarge the engagement.