The Challenge
Old Navy’s digital marketing team wanted a 20th birthday experience that would embody Old Navy’s branding—accessible yet unexpected; playful yet credible; inventive and clever. And they wanted a way for their fans to participate and join in the fun.
The Execution
#SELFIBRATION featured a oneofkind wish granting, balloon billboard. The 15foot tall, selfiebration billboard was made up of almost 1,000 balloons that expanded in real time to form a personalized, physical “balloon selfie.” Using Twitter, users could upload their selfie along with their ultimate birthday wish to @OldNavy with #SELFIEBRATION. In response, users received an innovative party favor –a digitallyrendered GIF of their balloon closeup – and a chance to have their wildest birthday wishes come true.
The Strategy
We wanted to create something large-scale and disruptive, with a physical presence for the celebration itself—while also generating lots of engagement through digital channels. Selfies seemed like the natural choice, as they are 30% more likely to generate social engagement. We decided to bring them to life using the most recognized symbol of celebration: balloons.
