That Close with

Steve Aoki and Travis Barker

for Messenger

That Close with Steve and Travis was a exclusive concert hosted on IGTV and FB Watch that was promoted via the Watched Together feature in Messenger. The concert features musicians and friends Steve Aoki and Travis Barker But it’s also branded content that includes many candid moments between Steve and Travis as creative collaborators, recording their own Soundmojis, and using Messenger to plan it all.

This was a fearless new approach that was notably different from our complimentary scaled storytelling campaign launch. Instead of paid media ads, we’re leveraging our owned channels + boosting Steve and Travis’s own social posts.

The event was intended to show the personal side of Aoki and Barker's collaboration and bring fans together during a time when the pandemic kept people apart. The campaign also aimed to reach a new audience of 18–24 year olds who use Messenger but don't connect with the brand, and to show that Messenger can be a place to hang out online through shared experiences.

Deliverables:

This activation includes an exclusive virtual performance by Steve Aoki and Travis Barker available now on Watch Together

• A limited-edition animated sticker pack of Steve and Travis inspired by their friendship and behind the scenes during the concert

• Two new limited-edition Soundmojis. Developed by them at the shoot, Steve created a special air horn effect for the 🤘emoji, while Travis performed a killer mini drum solo for his favorite emoji 🥁!

• 5 promo videos to build excitement around the concert, 1 animated concert poster promo, & 1 promo video announcing the sticker pack

• 3 GIFs, 8 Photos

• 2 custom made drum machines programmed with Messenger soundmojis