NVIDIA
Rule The Living Room. Absolutely no cats were harmed in this activation.
Agency of Record
- AKQA
Partners and Influencers
- Loot Crate
- Syndicate
- Dom Esposito
- Jeff Provenzano
Roles and Tasks
- Global social media strategy
- Content development
- Content syndication
- Influencer management
- Paid social
- Community management
- UGC
- Contests and promotions
An Ambitious Idea
10,000 feet in the air. A daredevil, NVIDIA SHIELD device and a cat plummet straight down to earth. Ok look, I will admit we actually did not throw the cat out of the plane.
The idea revolves around the NVIDIA SHIELD being the only android set top box you need for all your streaming, gaming and media demands. Even in an ever growing and chaotic living room the SHIELD allows you to be in control with one device.
So…what better way to show it’s amazing capabilities while free-falling out of a C-130 to total chaos and destruction right? We continue to deploy both organic and paid social / demand gen content in the form videos, blogs, animations, UGC, influencer activations, BTS content, Reddit AMA, TV commercials and even a cat contest.
“He’s looking at me like, are you crazy?” – Creative Director
The star
The product
The co-star
Content Takes Flight
While there was a consistent flow of content, I wanted to highlight some of the projects that were special to me and the community.
- Landing page has been redesigned and updated for CTA and brand continuity. (See above)
- We teamed up with influencer Syndicate and brand partner Loot Crate to give one lucky winner (Tim Schultz) a chance to skydive with Jeff Provenzano. Tim was a paraplegic gamer, so Luke Atkins also joined us on this skydiving adventure!
- Unbox Therapy video of the 4K SHIELD device.
- Dom Esposito video of head to head 4K set top box review of the SHIELD TV on site, on the actual set of the living room.
- True behind the scenes content that digs into the whole process and idea.
- Behind the scenes content around the co-star, yes, the cat. Amazing.
Behind The Scenes
Being NVIDIA and known for cutting edge graphics, we monitored the conversation and share of voice around it all. Circulating in social media was a shared sentiment of the video we premiered was fake. It was all generated via CGI. NVIDIA wouldn’t really do that right? Right?
Through social media listening, we tracked our SOV and conversations. We actually saw a rise in talk surrounding the tuba and the cat. So naturally, as a cat guy, I pitched a cat photo bomb contest. Approved 🤣
