DIESELREBOOT.com fused with Diesel’s brand communications by amplifying Tumblr artwork on a global scale:

- Façade takeovers: Galeries Lafayette, Serpentine Gallery

- Experiential installation at NYC’s Union Square

- Full-page NYTimes feature with the community’s art

- Projections on iconic monuments: La Sagrada Familia, The Coliseum, Notre Dame

- SS14 Tumblr casting discovered next generation icons, and placed the community in fashion’s top publications (Vogue, Elle)

- Tumblr Meetups in venues at-capacity brought DIESELREBOOT home, worldwide

DIESELREBOOT sparked provocative real-time conversations, evolving into a collaborative co-creation environment from which emerged brand ambassadors– the community’s image became the new Diesel.

In four months, DIESELREBOOT achieved: record-breaking growth on Tumblr; 1,000s of artwork submissions averaging 90% original content; 14,000+ reblogs, which saw proliferated amplification; and exceptional value and dedication from digitally native creatives conversing on DIESELREBOOT.com.

6.2M organic impressions on Tumblr’s main page and a feature on Tumblr’s Staff Blog

77,000+ social actions (likes & comments)

2,000+ avg new followers. +186,000 views/week

Casting call for SS14 Campaign on DIESELREBOOT.com received 2,500+ submissions and global reach to 64 countries

Mass-media attention for SS14 Tumblr-sourced cast (E! News, one-on-one interview with The Today Show’s Matt Lauder)

A new, devotedly engaged demographic for Diesel