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Let 1D's fans show their love for the band

As part of Telstra’s sponsorship of One Direction’s ‘On The Road Again’ tour, we gave their fans the chance to score a trip of a lifetime to Miami to meet their favourite band. We capitalised on a existing behaviour by asking them to create an amazing One Direction poster for the band and to then post it on Instagram or Twitter with the hashtag #pickme1D.

My Role:
– Creative Strategy
– Connections & Campaign Planning
– Influencer Engagement

– 40,415 photo entries uploaded
– 12,386,951 unique people reach
– 51,738,358 impressions

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