SipItUp App
We started the campaign launching a Facebook app that scraped the user's Facebook info, utilized local Google Street View, and even pulled their genre of music to deliver a personalized Robotrip video.
An example of a personal story is captured in the video below.
YouTube Videos
The strategy for the second phase of the campaign was to hit those who were searching YouTube for a DMX high video with a series of seeded vomit videos,
including one that gave users a choice of endings with YouTube annotations.
DXM Website
All campaign elements drove users to dxmstories.com, the hub of the campaign. Here, anyone can find out about the negative effects of DXM, watch actual peer user testimonials captured from a treatment center, and request help with their problem if needed.
