The California Tourist Board wanted to create an online and social media campaign to support its TV advertising campaign.  The California Calling multi-channel competition campaign was born…

Budding stars were invited to go to californiacalling.co.uk where they could submit audition videos (via YouTube) to prove why they were the right person to appear alongside Marisa, Becks with Arnie in the next California Tourist Board advertising campaign and win an all expenses paid trip to California.

The site and social media activity was part of a wider campaign to attract visitors to the golden state and was supported by a national TV and newspaper campaign. The winner received a once in a lifetime holiday that included first class travel, an A List hotel, chauffeur, exclusive restaurant meals, VIP passes, private shopping tours, surf lessons and $1000 to spend.

We developed the creative approach and developed the campaign microsite.  To moderate comments and videos on site, we also built in a moderation platform to manage site content.

We created the Facebook page to feature the best of videos, feed from Twitter for the campaign (@cacalling) and give full details of the competition.  Twitter feeds and Facebook ads were also used to drive traffic to the competition.

The campaign was featured on over 50 websites and was seen by over half a million people.