In celebration of the 40th anniversary of Marvin Gaye’s iconic album What’s Going On, The Kennedy Center looked to FleishmanHillard to commemorate the record’s history and to creatively engage young people with its social themes.
So FleishmanHillard designed and launched an integrated digital campaign featuring social strategy, video, Web design and traditional media tactics targeted to young audiences. The campaign was centered on a content-rich, social media-integrated website featuring an interactive submission form that contest participants could use for video, audio and image submissions. Two winners were selected to attend a concert at the Kennedy Center featuring John Legend, the National Symphony Orchestra, and Sharon Jones and the Dap-Kings.
Since launching, the campaign has garnered extensive media coverage, while YouTube videos featuring Legend’s performance with arts students attracted 10,000-plus views in just one week.