Company HQ: United States
A custom web experience was developed to collect the 525 contest submissions, as well as to track and tally the tens of thousands of votes.
In order to promote the contest, and provide maurices with content, PlayNetwork created a series of artist features, exclusive content, studio recordings, live performances and video productions featuring the partner brands.
The “Hometown Sound” promotion culminated with a branded daytime showcase at SXSW, and included a number of parent artists, as well as the winner of the contest, Katrina Stone.
“Hometown Sound” cemented maurices’ place among social media–savvy, fashion-conscious young women in towns across the U.S. The campaign garnered 63,000 online votes, 2.4 million impressions via social media, email, posters and ads, and over 200 million press impressions during the six-month campaign.