A multipart recruitment campaign for creatives to join AdHack.

We created a series of branded videos, interactive stories and applications. We built all these on ramps for different types of participation.

We collected them under the single title: Show Us Your Balls.

Process

To launch, we seeded in popular locations (YouTube, MySpace, Facebook, blogs, Twitter, press releases) that provided entry points for discovery and exploration, such as:

• Invitation video with a cliffhanger ending inviting viewers to write the script of the sequel — Show Us Your Balls Invitation
• Web-based avatar creator to create new characters — Invitation to Play
• Outtakes video from original invitation video — What Didn't Happen
• Acapella song and video sung by cast members — The Balls Song
• Lyrics sheet and file download for The Balls Song — Lyrics & Downloads
• All audio tracks for download and remixing — Balls Songs
• Sequel video based on user-submitted script — Balls Sequel Video

Results

With $0 media budget, we received 100,000+ views on our videos in 18 months, 1,500+ downloads of songs and 350 new members on AdHack.

We also continue to maintain the top Google search result for Show Us Your Balls.

Expertise

Through the execution of Show Us Your Balls we developed expertise in web video and audio creation, YouTube marketing, video optimization, web application creation, user-generated content, web PR and brand activation.