Integrated Online Campaign / Entertainment: Movies: Eventful, Inc. / Universal Pictures / Bring The Red Carpet Premiere of Your Highness To Your College!
Where better to hold the red-carpet premiere of Your Highness - a film squarely aimed at irreverent college boys - than on campus? But which campus? Universal turned to Eventful for a unique campaign, which let college students vote on which college would get to host the star-studded premiere. Universal drove fan engagement through a variety of media, including email, banner ads and site takeovers. Students were invited to visit the site, where they could view real-time school rankings, vote and share their vote with friends via one-click postings to Facebook, Twitter and other sites. More than 250,000 students voted, the majority of whom hail from the University of California, Santa Barbara, which won the honor.