erin campbell watson (Copy)
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Chasing Midnight Website & Promotion

There’s something magical about the idea of spinning the globe and dreaming of escaping to wherever your finger lands. We gave millions of people the chance to do just that, in an international sweepstakes event that sent our team of 4 on a worldwide adventure to research and capture bite-sized content in each time zone. And it broke the entry record for a Marlboro promotion, with roughly 1 million people entering roughly 9 million times.

Working closely with UX designers, we created a unique spin-to-enter entrypoint

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We pushed news of the promotion to the top of subscribers’ inboxes, and then stayed there, with daily updates about new content and targeted reminders to explore each new destination, take advantage of their daily entry, and search for new prize drops. We created 5 email flights highlighting destinations, unique cuisines, prize drops, nightlife, and reminders.

We created deep-dive website experiences that mapped an entire night out - plotting each hour starting as soon as the sun went down and ending after the sun came up. Each page lived as a unique destination on ChasingMidnight.com

The case study video showcases just some of the original content we captured in each destination — and highlights the success of the promotion across all touchpoints.