ABC launched a new reality television singing competition, Rising Star. The program is based on the concept of "Raising the Wall".
Unidentified contestants begin performing behind a screen called "The Wall". With start of performance, viewers begin voting via the show's mobile app and contestants see random photos of voters in their favor displayed on The Wall. A meter ranging to 100% measures positive votes; after 70% the wall is raised and the contestant goes to the next round of the competition.
To support the marketing push behind the series premiere, ABC approached Livefyre to concept and design a social engagement campaign with our partners at Twitter. Playing on the concept of "Raising the Wall", viewers were called to tweet a selfie to @abcRisingStar to be entered into a sweepstakes. Livefyre built a mechanism which collected the selfies, superimposed their photo upon a dynamic visualization of the The Wall used on the show, and tweeted the custom graphic back to the participant. The amount of selfie submissions each day would increase a dynamic meter on the background graphic. Once The Wall has been raised, special content from the show and judges would be unlocked and tweeted directly to participants.
Role: Project Manager
Team Deliverables:
Strategy
UX + Visual Design
Development
Analytics