Creative Direction Across Digital, Packaging, and Experiential Touchpoints
The Challenge
Nabisco’s 2013 national sponsorship of the One Direction tour presented a unique strategic challenge: connect music-obsessed teens with the trusted, family-friendly appeal of Nabisco brands. The goal was to build an integrated campaign that reached both audiences—kids and parents—while sustaining engagement throughout the year across retail, digital, and live event channels.
My Role
As Creative Director, I led the digital and experiential components of the campaign, aligning entertainment, retail, and brand strategy into a unified user experience. I directed the creative execution across web, mobile, AR, and event environments to ensure cohesion, engagement, and scalability.
The Solution
I led creative teams in Chicago and St. Louis along with vendor partners for the launch 1DVIP.com, a fully immersive single-page experience that served as the campaign’s digital hub. The site integrated promotion entry, mobile app downloads, user-generated content, social media feeds (Instagram, Twitter, Tumblr), and exclusive brand content.
Key experience features included:
Augmented Reality Interactions: Fans could unlock exclusive content and behind-the-scenes media by engaging with Nabisco packaging through the mobile app.
Live Event Support: Custom mobile maps and location-based features enhanced in-stadium fan engagement.
Push Notifications & Real-Time Content Drops: Created time-sensitive moments that extended the excitement beyond the concert itself.
Cross-Platform Brand Integration: The experience connected Nabisco’s product portfolio to fan behavior in a natural, digital-first way.
The Results
21 million pieces of custom packaging, POS, and retail assets produced
55+ VIP events held at major stadiums nationwide for both consumers and trade
Sustained digital engagement across the entire 2013 calendar year
The campaign was a bold example of blending brand love with fan obsession—turning product interaction into pop culture participation.
Awards: EventTech Bronze in Best Use of a Custom App
