Branded entertainment in the United States is omnipresent. From television to the internet, consumers are inundated with branded content and messaging with every click of the remote and mouse. So much so, consumers have begun to tune out. We wanted to change that for our client, LG, when they launched their new 3D smart phone, the Thrill 4G. We wanted to give consumers a stake in the branded content LG created by letting the consumers actually create it.

Jane’s Addiction Comes Alive was the world’s first user-generated 3D concert film — shot entirely with smart phones by consumers. It was a crowd-sourcing entertainment experiment where tastemakers, influencers and connectors were invited to ‘see, shoot and share’ the brand story via YouTube, Twitter and Facebook.

Our goal was simple: we wanted to generate trial, advocacy and amplification of the LG Thrill 4G phone as it went to market. As a result of Jane’s Addiction Comes Alive, we generated over 173.9m total media impressions, over 2m YouTube channel views, 5,000+ shares on Facebook and over 1,000 Tweets that gave the LG Thrill 4G the early market buzz it needed and fans an entertainment experience they created.