Glam Ice Pops
Macy's
Issue 48 | September 2018
Agency
BBDO New York
Creative Team
Chief Creative Officer BBDO Worldwide: David Lubars Chief Creative Officer BBDO New York: Greg Hahn Executive Creative Director: Danilo Boer/ Marcos Kotlhar Associate Creative Director: Gabrielle Attia Art Director: Sho Matsuzaki Junior Art Director: Brian Kim
Production Team
Agency Producers Director of Integrated Production: David Rolfe Senior Producer: Andrew Osborne Junior Producer: Danielle Lukacs Production Company Production Company: BBDO Studios Director of Photography: Andrew Ellmaker Producer: AJ Rowe Line Producer: Brendan McHugh BBDO Studios Lead: Michael Gentile
Other Credits
Group Planning Director: Yin Chung Planning Director: Liz Simons Account Team: Corey Cirillo/ Justin Perrelli/ Clare Driggs Influencer Manager: Lucy Bennett Editorial Company: BBDO Studios Editor: Alex Lubars Producer: Luke Butler
Date
May 2018
Background
Summer is a season filled with fun outdoor activities, which makes it particularly hard for brands to hold their viewers’ attention on social media. Macy’s took on the challenge by launching a live experience on Instagram that was designed to keep people watching through to the end: Glam Ice Pops.
Idea
A specialist was asked to create four Glam Ice Pops that were shaped like dresses. On a hot and sunny day in May, Macy’s live streamed the Glam Ice Pops one by one from the Herald Square flagship rooftop. The viewers were asked to answer a question that was impossible to guess. Macy’s printed the answer to each question on the stick of the Glam Ice Pops, so viewers had to watch the pops melt entirely in order to win the game. The four followers who gave the answer first left the game with a beautiful summer dress.
Results
By turning live content into an irresistible game, the brand made people watch their videos, despite the obstacle of holding viewer attention on a beautiful summer day. With 3.5 hours of live video, Glam Ice Pops gathered 15k organic viewers and collected 9,762,468 impressions.