MTV wanted an unconventional way to promote a very unconventional show about four Canadian millennials on a journey across America to check off all of the things they wanted to do before they die.
We decided that the best way to get viewers interacting with the stars of the show was to ask them the same question: What do you want to do before you die? We created an interactive storefront on the corner of New York’s Fifth Avenue and 43rd Street printed with promotional shots from the show and the show’s question. Touchscreen interfaces let users watch clips from the show and enter their own answers, which they could then post in their Facebook newsfeeds. All user submissions were synced across banner ads, onto the show’s homepage and in a scrolling list at the storefront.
The campaign achieved an astounding 14,572 video plays and collected 5,079 entries to its scrolling list. A total of 117 entries were also submitted to users’ Facebook newsfeeds – even more impressive since this was not a format users were accustomed to using to access their social media accounts – and we generated a remarkable amount of attention for our unprecedented storefront execution, which went on to win at the One Show, Clio Key Art Awards and Adweek Buzz Awards.