21 Days of Overwatch

Ideated, sold and executed a first-to-market custom influencer marketing program with Blizzard Entertainment where a new piece of artwork created by twenty-one DeviantArt influencers was revealed everyday, leading down to the release date of the Overwatch game.

The program was so impactful in helping increase IP awareness before the game release that DeviantArt was mentioned in Forbes.

Overwatch noticed a 400% brand lift on DeviantArt over three years, measured by fan art pieces.

Based on the success of the first program, I renewed and extended the Blizzard Entertainment partnership over three years, launching fan art programs for their anniversaries and the Legendary Skins event.

The Glass movie program is the most engaged multi-faceted influencer and community activation that has ever been executed by DeviantArt.

Glass Art Contest: DeviantArt & Universal Pictures Home Entertainment teamed up on a community activation calling Deviants to create an original Hero or Villain character and backstory for M. Night Shyamalan's Glass movie. The activation aligned with the digital download, Blu-ray, and DVD release.

Glass submissions were 2x the DA submission benchmark.

Winners Announcement/Community Battle: M. Night selected the winners and called on the Deviants to claim their side in the Community Battle between Heroes and Villains in a first-to-market branded partnership community poll.  Villains won and Deviants received a highly coveted community digital badge of Samuel L. Jackson as Mr. Glass. DeviantArt interviewed M. Night in a special Q&A video that received a PR promotion from both DeviantArt and UPHE as evergreen content. 

M. Night’s Interview was picked up by four publishers - Zombies Don’t Run, Horror Society, Daily Dead and Nerds and Beyond. 

Monsterpalooza: DeviantArt commissioned five DeviantArt artists to create two pieces of artwork each that would be featured in a lenticular art installation at Monsterpalooza.

Over 22,000 attendees experienced our physical activation over the three day convention.

SYFY Fan Creators Initiative

Partnered with SYFY on their “It’s a Fan Thing” campaign with twenty-three influencers to reimagine the SYFY logo in fan-driven genres such as horror, sci-fi, fantasy, comics, space and historical. The artwork was actualized into giveaway swag such as t-shirts, water bottles and bags as well convention banners at San Diego Comic-Con and New York Comic Con.

Artwork was physically seen by the 450K estimated visitors from both conventions. The digital presence of the program exceeded impression benchmarks by 379%.

Partnered with Square Enix in launching a livestream video with top DeviantArt influencer RossDraws. Held at DeviantArt HQ, DeviantArt host Kay led the livestream program highlighting the Square Enix team playing the game in the first segment. Influencer Ross drew inspiration from watching the gameplay and walked through his creative process in creating Dragon Quest XI fan art.

Garnered over 87K video views and 81K social engagements.

Sony Alpha Instagram Photo Edit Challenge

Executed a first-to-market photography edit challenge with DeviantArt’s photography audience. The community and DeviantArt Instagram’s followers were presented with four expertly shot photos, where users edited, submitted and shared their work through Instagram – tracked by #CapturingChange, and tagged @deviantart & @SonyAlpha.

Incentivized by the Sony Alpha camera prizing, we increased brand awareness by receiving over 900 contest entries in a week.

Planet of the Apes Motion Books & Fan Art Challenges

Partnered with Twentieth Century Fox and Madefire to launch a first-to-market custom microsite with five integrated motion books and fan art challenges to engage a thriving artist community with the vast Planet of the Apes (POTA) world.

The customized microsite was developed to function as a beacon for those looking to become more intimate with the various motion books and stories from the Planet of the Apes world, discuss their fandom, and ultimately submit their artwork. Incentivized by a highly coveted community badge, the community submitted 3.4x the benchmark of original pieces of artwork.

Featuring prominent branding, and dynamic call to actions for all of the challenges, the custom microsite drew traffic from both users and unique visitors.

LG Devious Desktops Wallpaper Challenges

Established an ongoing partnership with LG by executing wallpaper challenges to help support LG’s UltraFine 4K Monitor sales. Wallpapers will be available for download within art community and will be continually be created with various prompts.

The first wallpaper challenge activated the art community around the concept of “Warm Vibes”. Exceeded submission benchmark by 2.1x. The second wallpaper challenge is currently live.