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DIGITALCASE STUDIES
CURATED IN INDONESIA
Digital update June 2014
What’s inside
1. Social media of ‘Happy’
2. #Selfie
3. McDonald’s myburger
4. Tribal’s The Pee Analyser
“Happy” by Pharrell Williams
As observed
3
What started as a background song
Became an internet sensation
>
Quick facts
1. Pharrel Williams as lead vocals, keyboards,
drums, writing, production
2. Streamed in May 22, 2013, never meant as
a single
3. Released and topped in Oct 2013 in
Netherlands on Radio & in a commercial
4. November 2013 released in Despicable Me
2 alongside 24hoursofhappy.com by
Pharrell Williams and his friends
5. Has stayed No 1 in most countries for many
weeks breaking record for 10 weeks in a
row
6. A couple starts ‘wearehappyfrom.com’
7. World over people have been creating their
own ‘Happy’ videos and uploading
8. Awards, media coverage, publicity
1. “Happy” from Despicable Me 2 won an
Academy award for the best original song
2. The sequel to the 2010 animated film
Despicable Me dubbed as one of the best
animation movies
3. Grossing over $970 million worldwide
against its budget of $76 million, the film
became the second-highest-grossing
animated film of 2013, the third-highest-
grossing film of 2013, and broke a record as
the most profitable film in the 100-year
history of Universal Studios
7
Pharrell William makes world’s first
24hoursofhappy.com
1. The video is presented as an interactive clock - users can click specific "times,"
watching a few seconds of each performance or just Pharrell (his bits are
indicated by the dots around the clock)
2. Other interactive elements play with the 24-hour concept--comments, for
example are time-stamped and linked to corresponding moments in the day-
long dance, and they can be viewed in temporal order as an overlay to the
video.
3. 400 people perform the four-minute song, including Pharrell and a few
celebrities
4. Pharrell does the song 24 times, at the top of every hour, followed by 14
additional performances within that hour
5. Filming took 11 days, 42 setups, 10 miles a day
6. It took a few days just to figure out exactly how many locations would be
needed to shoot at specific times, and then how many dancers in order to make
the video interesting for 24 hours straight
7. Casting was key. Thousands auditioned, and all those tapes had to be watched
24hoursofhappy.com
1. A four minute edit of the 24hoursofhappy.com has received over 250 million
views on Youtube alone
The world creates
1. A french couple created a website ‘wearehappyfrom.com’ featuring 1648 videos
from 143 countries created by people globally
Thousands of videos have been created by
people all over the world and uploaded on the
internet
The world creates
#Selfie
Trends
12
The famous Selfie campaign started by Samsung got even the President involved!
Samsung Selfie
#Selfie, a No 1 hit song by The Chainsmokers
Encouraged fans to send their
own #selfie with the hashtag to
appear in the video.
The clip, features David
Hasselhoff, Far East Movement,
Ian Somerhalder, Snoop Dogg
and Waka Flocka Flame and
more.
#Selfie, a No 1 hit song by The Chainsmokers
McDonald’s myburger.com
Case study
16
17
Involves its customers/ real fans
18
McDonald’s create a burger & name it
• Agency creates an online burger
builder to create customised
burger
• Start with the beef patty
• Choose up to 6 ingredients out of
80
• Choose one of the 20 buns
• Add other ingredients
• Finally, give it a name
19
McDonald’s invite friends and get them to vote
• Spread the world, get friends to
vote
• showed statistics like 11% of
burgers are Tex Mex…
• Campaign is on
The Pee Analyser
by Tribal Worldwide
20
Stop drunk driving accidents

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Digital & Social media case studies

  • 1. 1 DIGITALCASE STUDIES CURATED IN INDONESIA Digital update June 2014
  • 2. What’s inside 1. Social media of ‘Happy’ 2. #Selfie 3. McDonald’s myburger 4. Tribal’s The Pee Analyser
  • 3. “Happy” by Pharrell Williams As observed 3
  • 4. What started as a background song
  • 5. Became an internet sensation >
  • 6. Quick facts 1. Pharrel Williams as lead vocals, keyboards, drums, writing, production 2. Streamed in May 22, 2013, never meant as a single 3. Released and topped in Oct 2013 in Netherlands on Radio & in a commercial 4. November 2013 released in Despicable Me 2 alongside 24hoursofhappy.com by Pharrell Williams and his friends 5. Has stayed No 1 in most countries for many weeks breaking record for 10 weeks in a row 6. A couple starts ‘wearehappyfrom.com’ 7. World over people have been creating their own ‘Happy’ videos and uploading 8. Awards, media coverage, publicity 1. “Happy” from Despicable Me 2 won an Academy award for the best original song 2. The sequel to the 2010 animated film Despicable Me dubbed as one of the best animation movies 3. Grossing over $970 million worldwide against its budget of $76 million, the film became the second-highest-grossing animated film of 2013, the third-highest- grossing film of 2013, and broke a record as the most profitable film in the 100-year history of Universal Studios
  • 7. 7 Pharrell William makes world’s first
  • 8. 24hoursofhappy.com 1. The video is presented as an interactive clock - users can click specific "times," watching a few seconds of each performance or just Pharrell (his bits are indicated by the dots around the clock) 2. Other interactive elements play with the 24-hour concept--comments, for example are time-stamped and linked to corresponding moments in the day- long dance, and they can be viewed in temporal order as an overlay to the video. 3. 400 people perform the four-minute song, including Pharrell and a few celebrities 4. Pharrell does the song 24 times, at the top of every hour, followed by 14 additional performances within that hour 5. Filming took 11 days, 42 setups, 10 miles a day 6. It took a few days just to figure out exactly how many locations would be needed to shoot at specific times, and then how many dancers in order to make the video interesting for 24 hours straight 7. Casting was key. Thousands auditioned, and all those tapes had to be watched
  • 9. 24hoursofhappy.com 1. A four minute edit of the 24hoursofhappy.com has received over 250 million views on Youtube alone
  • 10. The world creates 1. A french couple created a website ‘wearehappyfrom.com’ featuring 1648 videos from 143 countries created by people globally
  • 11. Thousands of videos have been created by people all over the world and uploaded on the internet The world creates
  • 13. The famous Selfie campaign started by Samsung got even the President involved! Samsung Selfie
  • 14. #Selfie, a No 1 hit song by The Chainsmokers
  • 15. Encouraged fans to send their own #selfie with the hashtag to appear in the video. The clip, features David Hasselhoff, Far East Movement, Ian Somerhalder, Snoop Dogg and Waka Flocka Flame and more. #Selfie, a No 1 hit song by The Chainsmokers
  • 18. 18 McDonald’s create a burger & name it • Agency creates an online burger builder to create customised burger • Start with the beef patty • Choose up to 6 ingredients out of 80 • Choose one of the 20 buns • Add other ingredients • Finally, give it a name
  • 19. 19 McDonald’s invite friends and get them to vote • Spread the world, get friends to vote • showed statistics like 11% of burgers are Tex Mex… • Campaign is on
  • 20. The Pee Analyser by Tribal Worldwide 20
  • 21. Stop drunk driving accidents