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We brought the drama
run and tell your mama
We got three finalists
…And one trophy from OMMA.
No, this was not our acceptance speech – but it was a response from one of our creatives when Fullscreen took home an OMMA award and three other nominations for our social-first campaigns!
This year, our campaign for Fear the Walking Dead, (a spinoff of AMC’s The Walking Dead series), took first place in OMMA’s Facebook video award category. The 360 video put viewers in the middle of a zombie world and earned more than a million organic views within the first week (read more about it below).
The OMMA awards recognize agencies and advertisers that push the potential of digital advertising. Keep reading to find out why our campaigns made the cut.
Video: Facebook – WINNER
Fear The Walking Dead
*FTWD 360 by AMC and Fullscreen for AMC / Fear The Walking Dead*
Fullscreen produced an interactive Facebook 360 video to drive excitement and viewership for the Season 3 premiere of the Fear the Walking Dead. Facebook users answered a series of questions in order to escape a zombie ambush attack, with their choices leading them closer to survival or death. At the end of the video, all players were rewarded with an exclusive clip from the upcoming premiere episode. The video organically earned more than 1 million views and over 12,000 engagements within a week of its launch.
Social: Facebook Campaign – FINALIST
TNT The Alienist
*How The Alienist Unleashed the Madness Within Us All by TNT and Fullscreen for TNT*
TNT wanted to bring awareness to the premiere of The Alienist, but had to break through a crowded space of network originals to do so. Using a variety of video media on Facebook that included everything from immersive canvas ads to serialized 90-second stories to Facebook Live and Facebook Watch videos and more, the campaign resulted in record tune-in for the network.
Social: Use of Single Platform, Other – FINALIST
*Mother!’s Mysterious Marketing by Paramount Pictures and Fullscreen for Paramount Pictures*
The digital team learned that the fans of the thriller’s writer and director enjoyed hunting for clues, thus the team got busy creating clues to hunt for on Instagram. Some were disguised in the imagery, others only discoverable through a sound wave app. They were able to create mystery and buzz all the while keeping the premise of the movie, Mother!, under wraps.
Social: Campaign Across Platforms – FINALIST
Taylor Swift NOW
*Taylor Swift NOW Super Saturday Night by Fullscreen for AT&T*
Taylor Swift headlined AT&T’s Super Saturday Night concert in Houston which kicked off their partnership and launched the Taylor Swift NOW streaming channel on DirectTV NOW. At the concert, more than 1,000 fans experienced a Swiftie wonderland complete with beauty salons, donut walls, T-shirt design stations, photo opps and a special message from Taylor herself. Fullscreen worked with AT&T to drive viewership of the Super Saturday Night performance in 3 separate episodes that launched after the live event. Through social listening, Fullscreen identified what fans loved most from the show and created social content in response, showing fans how to throw their own Taylor Swift watch party and thus creating a relationship between AT&T and Swifties to drive ongoing engagement, viewership of more Taylor Swift content to come.
Congrats to all of the winners!