Overview: To reintroduce Millennials to Verizon we developed a webisode series featuring Kevin Hart. The program leveraged digital, social and Kevin’s visibility to lift brand awareness, establishing Verizon as the leader in premium 4LTE technology and demonstrating its powerful network in an entertaining and engaging way.
The idea for the 6-part comedic series was based on a cultural flashpoint (little known to the general public but top of mind for a specific target), Kevin Hart’s quest to become the NBA All-Star Celebrity Game’s first ever 3-peat MVP. The videos were designed to seamlessly integrate Verizon Wireless products and showcase how the power of the network helped Kevin on his quest for greatness. The hashtag #3xMVP was used on all communication in order to capture the buzz around Kevin’s journey.
A week before the big game, we released one video each day via Verizon’s Youtube Brand Channel and on Kevin’s social channels. Paid and Influencer media helped to amplify the program and with the power of Kevin’s fan base catapulted cumulative views to over 14 million.