VERIZON FREESTYLE 50 CAMAIGN
[AUG 2016 - DEC 2017]
Freestyle 50 Part II - NY Launch Recap (Produced by 300 Ent.)
Seeking to regain share and build brand affinity amongst multicultural Millennials, Verizon and IW partnered with leading music label 300 Entertainment to launch the “Verizon #freestyle50 Challenge”, a social media-based talent competition in search of the best freestyle rapper in the nation.
As a producer in the agency that activated this campaign, I overlooked various aspects of the overall production. Since October of 2016, I have worked in several different capacities in both campaigns and all four Freestyle 50 event activations. The list is as follows:
11.29.16 Freestyle50 - New York City - Jr. Producer
12.17.16 Freestyle 50 Final - Atlanta, GA - Jr. Producer
07.25.17 Freestyle 50 Part II - New York City - Producer
08.01.17 Freestyle 50 Part II Final- Los Angeles - Social Media Specialist / Producer
Freestyle 50 (2016) - New York & Atlanta
As part of a strategic partnership with leading hip hop label 300 Entertainment and co-founder Kevin Liles, my team and I collaborated with established hip hop industry brands and influencers to lead a content integration approach through paid media partnerships to organically connect with consumers.
We incorporated 300 Entertainment’s talent roster and executives into each facet of the campaign journey. During the months leading up to the event, we coordinated and executed signature events, both in NYC and Atlanta, that attracted media attention as well as attendance by celebrities and influencers such as Migos, Ludacris, and Tee Grizzly.
Increased sales of Verizon’s prepaid offer exclusive to Walmart
14% increase in Southeast market
10% increase nationally
133MM social media impressions
8K+ entries received (goal: 250)
8K Instagram posts
#freestyle50challenge hashtag used 10K+ times
22 national media placements
Freestyle 50 Atlanta Finals Photos (Courtesy of IW Group)
Freestyle 50 Part II (2017) - New York & Los Angeles
With the success of the #Freestyle50 challenge, Verizon collaborated with our agency to host the competition for its second year. As a producer at the activating agency, I worked closely with leading representatives from 300 Entertainment and Verizon to execute this plan. This activation was the recipient of PRSA's (Public Relations Society of America) 2017 Big Apple Award for Brand Engagement: Business and Digital Media Consumer Product and Services.