Biggest Little Monsters

Associate Creative Director, Copywriter

The launch of Verizon's newest rewards program meets the launch of Gaga's tour. What better way to get fans talking than taking over Verizon's social media?

The Setup

There's no better proof of a loyalty program than a stadium full of devoted fans who'd do anything to get closer to their favorite artist. Verizon Up is built on that exact idea — your loyalty gets you closer to what you love. Lady Gaga's homecoming at Citi Field was the moment to show it.

The Stakes

We had two major challenges: buzz and execution. Verizon had just invited every new rewards member to visit their booth with the promise to win seat upgrades and fan prizes. And every exec in the building was watching how Verizon's newly launched in-house agency performed.

And on top of it, IG Stories was 100% live. We had no choice but to build in real time. With our intended audience mid-scroll, we had one shot to get the attention — and signups — we needed.

The Story

As fun as it was to make noise, that wasn’t our goal. We needed action.

Everything was written, shot, and released on the fly. No safety net. At one point, Gaga’s manager was sending me photos to send live from Verizon’s account. We turned your standard event tent into one of Verizon’s biggest days on social media ever.

We needed an event offline that drove the online masses. And we nailed it.