Yesterday Syco and One Direction’s launched a new mini-series documenting a day in the life of the winners of One Direction’s global “Bring Me to 1D” Campaign.
The “Bring Me to 1D” was a two month global campaign, where fans could win ‘Go1den Tickets’ to One Direction’s sold out show at Madison Square Garden. The Go1den ticket winners were flown to New York with a friend and a parent to see the gig and then given the opportunity the following day to meet the band. The mini-series documents the stories of some of the winners and behind the scenes footage.
Fans from over 40 countries won Go1den tickets, each country hosting it’s own competition with their own entry requirements. For example, Norwegian fans had to get as many people to say, “I love One Direction,” and film it. The best video would then be broadcast on Norwegian TV station TV2. The video competition led to the involvement of Norwegian celebrities, mayors and entire football stands participating, all saying “I love One Direction”. An estimated 150k to 200k people took part in the campaign and over 1.5k videos were submitted. New Zealand fans had to find One Direction dolls and Japanese fans made One Direction dim sum, all to win a Go1den ticket.
As you expect with any One Direction campaign, there was a huge amount of engagement worldwide. Syco Music passed on some stats about the campaign:
- Over half a million hashtags were directly associated with #MSG and# BM21D over a five day period with over 150k of these for #MSG compared to its usual 15k.
- The One Direction twitter handle also had more than 100k mentions on the day of the event
- Combined with the One Big Countdown, the website has had the biggest volume of traffic for the whole year (The Bring Me to 1D campaign landing page on the site has received over 1.5 million views)
- 1.7M Google Search results for the correct spelling for Go1Den Ticket
Another impressive stat is that during the campaign there were double the amount of new Facebook likes and that the One Direction Facebook page achieved 3.9x more page likes than the same period last year.
Genevieve Ampaduh, Head of Digital Marketing for Syco said:
“Seeing the passion from the fans over the last three months has been incredible. The lucky winners had an amazing time but we wanted to make sure that all the fans across the world shared the experience of their trip as it was the culmination of the story that they had all been so involved with.”
Fans are able to find out the details of each winner and their country via the One Direction website. The five part mini-series is available via VEVO. The remaining episodes will be release over the next few days