THE DEFIANT ONES

HBO

Dr. Dre and Jimmy Iovine didn’t become icons by following the rules. The Defiant Ones tells their story, detailing how these two industry legends came together to defy convention and transform music culture. So to support the docu-series we celebrated the defiant spirit in all of us - inspiring audiences to declare their defiance to the world and defy their own odds.

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Best Use of Influencers

CASE STUDY

It all started when Dr. Dre showed up on Instagram to drop the first post and announce a new handle: @DefiantOnes

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The new @defiantones handle was filled with defiant statements from key players in the film and influential voices in culture.

 

A microsite let the audience create their own video defiant statements to share seamlessly to their social feeds on desktop and mobile.

 

We created a Snapchat Lens to help the audience share their defiance.


Selfie Lens

World Lens
 

Snapchat Geofilters marked defiant destinations around the country

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Then, we hit our audience with a promoted :10 Snap Ad, enticing people to watch the full trailer in stories feeds.