VIRGIN RECORDS: JANET JACKSON DESIGN ME CONTEST

MISSION: GENERATE BUZZ AND EXCITEMENT AMONGST FANS AROUND THE LAUNCH OF JANET JACKSON'S NEW ALBUM.

What We Did:

We created "Janet Jackson Design Me," an interactive campaign that invited loyal fans to create the cover art for her new album using hot photos of Janet.

Long before Facebook was the hub of all things social, this website had custom social functionality built in to encourage passalong and create buzz. Fans could browse submissions, vote on the album covers they liked best and share them with friends.

The album art that received the most votes were reviewed by Janet herself to be featured as the actual album cover available for purchase. Janet was so happy with the submissions, she actually chose several covers to win. And, the campaign was named social media campaign of the year by Billboard Magazine.