David Beckham's 'Faces' Campaign

David Beckham's 'Faces' Campaign

A Facebook competition offering fans the opportunity to have their picture in his book.

Summary

David Beckham’s fans were invited to submit a picture of their face with the chance of it being included in a collage in his new book, published by Headline in October 2013.

We devised a competition to be promoted on David Beckham’s Facebook page (to 27 million followers) which would give fans the opportunity to have their picture included in the book. Fans visited a webpage (powered by our Webstars CMS) and submitted their photo. These photos were then moderated via a custom panel in the CMS. The selected images (around 20,000 of them) were then tone mapped into a mosaic overlay. Users could then visit the site and find the exact location of their picture.

Brief

Managing a large amount of traffic and building book pre-sales

Headline Publishing were looking to generate awareness and pre-sales of David Beckham’s new book, a weighty, coffee table volume packed with pictures of David’s footballing career as well as his own words.
To develop a competition to be promoted on David Beckham’s Facebook page (to 27 million followers) which would give fans the opportunity to have their picture included in the final book, and then to be able to go online to find the exact location of their photo.

Results

110,000 views on the website
20,000+ photo submissions in 4 days

Solution

A CMS interface to moderate and accommodate heavy traffic.

We provided the client with a bespoke CMS interface to moderate the images and reject any inappropriate submissions, whilst also being capable of handling the heavy traffic to the site.

Once the images had been sorted we then mapped them into a mosaic for a double page spread in the book using sophisticated tone mapping software, which placed the images over a photograph of David Beckham’s face.

We worked alongside Headline’s design team to fine-tune the final montage, whilst all the time mapping the location of each of the 20,000 images used. Users were then able to visit the site and, by submitting their email address, were able to locate their picture on the image (and in the final book).


Services

  • Strategy & Planning
  • UX
  • Design
  • Bespoke CMS
  • Facebook integration

Features

  • Facebook promotion
  • Viral marketing campaign
  • High availability platform (to handle multiple simultaneous requests)

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