The #RiseAbove gallery website acted the main hub for the campaign (living on desktop, tablet and mobile). It housed the 4 films, a live feed of consumer generated #RiseAbove instagram images and a instagram contest page showcasing the weekly finalists.
For the 2012 World Basketball Festival in Washington DC we created a large digital wall that pulled in a live feed of user generated instagram images from our site gallery as well as live #riseabove tweets.
Having an easy-to-navigate mobile and tablet site was crucial to the success of this campaign as it reduced the barrier to entry and increased the level of participation.
Consumers were encouraged to upload photos to the Jumpman23 Instagram channel that told how their love for basketball helped them #RiseAbove.
The response was remarkable and within 3 weeks we had drawn in:
44,000 new followers of the jumpman23 instagram account and had 6000+ instagram images tagged #Riseabove.