VERIZON + NFL MOBILE — #FOMOF
Our challenge: given any other option, no one watches football on his phone. NFL Mobile from Verizon basically needed a reason to be. So this season, we took the existing social media phenomenon (FOMO) and added the tension of not seeing the game. And thus #FOMOF was born (Fear of Missing Out on Football). TV introduced the term and, at the same time, we started responding to anyone tweeting about missing the game with FOMOF videos. Across Twitter, Facebook, and Instagram people proved that FOMOF was real as they made #FOMOF their own.
* Shorty Industry Awards Finalist for Best Twitter Campaign