Inside BBC America’s Mugshot Yourself
In an effort to create buzz and promote the recently premiered 19th-century “Five Points” drama, BBC America in collaboration with social media agency Socialbomb and Kevin Slavin (co-founder of social game company Area/Code) created the Mugshot Yourself app, which allows you to take or upload a picture that is then blended with likenesses of real old-time criminals. The result is a creepy and cool look at what your old-timey criminal self would look like. It’s your own vintage mugshot. The real vintage mugshots that the app uses come from artist Mark Michaelson’s “Least Wanted” collection.
“We knew that one of the most unique things about ‘Copper’ was its strong sense of time and place – New York in the Civil War era is a fascinating period — and there’s no one out there more adept at creating immersive digital experiences about place than Kevin Slavin,” said Rachel Garcia, associate vp of marketing at BBC Worldwide Americas. “We talked about a number of concepts with him, but the mugshot idea was always a standout, and then bringing in Mark Michaelson’s amazing images brought it to another level that hit on all the touch-points and themes of ‘Copper’ in an interesting way.”
BBC America isn’t new to social media marketing efforts. Its Tumblr page for its show “Doctor Who” won a Shorty Award for “Best Overall Brand Presence on Tumblr.” The “Doctor Who” Tumblr features GIFs, photos and editorial content that connects fans to the show beyond the TV screen. For its new show “Copper,” BBC America wanted to do something different, and as Adam Simon, chief creative officer of Socialbomb, explained, they wanted to make something that was easy to use and fun to share.
Clearly, the “___ Yourself” approach to branded apps has been a popular and successful one (like “Elf Yourself” and “Mad Men Yourself”). People like when they can personalize things and share them.
A challenge was that this format usually works best with shows people already know and love, such as “The Simpsons,” “Mad Men,” and “Copper” wasn’t out yet. So we really had to focus on people’s fascination with New York City, with history, and with true crime — all great subjects — and combine those things in a compelling way.
“We wanted to take that formula in a classier direction,” explained Simon. “When it is an interesting take on your face, your friends naturally want to see that. It’s a valuable object to share.”
A gaming influencer is launching a cannabis brand. Here’s how (and why) he’s converging the two worlds
As the esports audience ages into marijuana consumption, broader cultural attitudes toward the drug have also softened.
Member ExclusiveFashion marketers prepare for supply chain sustainability — and disruption
Fashion marketers are working overtime to understand what's next — including supply chain and sustainability.
How a new agency is curbing employee burnout with leadership transparency
A newly formed agency called Summer Friday is working to curb burnout and boost employee morale with an open door policy.
SponsoredHow publishers can future-proof their contextual advertising strategy
Sal Cacciato, managing director, North America, video intelligence The discourse on contextual targeting has moved from “if” to “how.” Publishers are well aware that they need to be packaging their audiences in ways that enable contextual targeting, but many are still asking themselves what is the best way to achieve that goal. In a telling […]
‘Embrace technology that creates an inclusive work culture’: More companies invest in comms tech to facilitate future of work
To facilitate the new reality of work and the evolving workforce, companies are investing in a growing range of technologies and services - to the tune of $656 billion.
‘It’s just another 9 to 5’: Employers assess productivity levels after introducing 4-day work week
Four-day weeks are all the rage, but how are they really working in practice?