PHOTO CONTEST

To celebrate Shakira’s new track, La La La (Brazil 2014) - as featured on the 2014 FIFA World

Cup Official Album - the Grammy winner wanted to know if fans are daring to dream about

their country tasting success in Brazil this Summer! Fans were invited to submit a selfie photo

on Twitter or Instagram featuring themselves and the flag of the country they’ll be supporting!

Roc Nation teamed up with TwitMusic to host the official photo submission contest, which

pulled all photo entries from Twitter and Instagram containing the hashtag #DARETODREAM

+ the 3-letter hashtag of the country they’ll be supporting, i.e. #COL for Columbia.

SHAKIRA

OBJECTIVES • Aggregate all photo submissions made via Instagram and

Twitter in a visual gallery utilising the official campaign hashtag

#daretodream and country code

• Bi-lingual campaign experience (English + Spanish)

• Enable moderating for photo content submissions

• Embed Shakira’s official music video to increase digital streams

& serve as campaign inspiration for submissions

• Enable fans to filter photo submissions according to country

code

STRATEGY TwitMusic’s photo contest campaign was the best way to engage Shakira’s global fan base across all social channels through user-generated content submission. This campaign aggregated all photo submissions from Instagram and Twitter that contained the hashtag #daretodream and visually displayed them on one splash page. To avoid displaying non-campaign related photos, Shakira was able to utilise the backend moderation feature to manually delete such content. 

Upon landing on the campaign page, fans were also prompted to select their preferred language (English or Spanish). By default, the campaign is displayed in English. The splash page itself contains an embedded YouTube video of Shakira’s official music video ‘La La La’, followed by the campaign title, official guidelines & purchase links (iTunes, Google Play).  While the splash page displays all photo submissions containing the hashtag #daretodream, fans are given the option to perform a second search within the gallery according to country code. A drop-down list featuring all official country codes is available, wherein photos containing both #daretodream and a country code (specified as ‘Tags’ on the backend) such as #COL for Columbia or #GER for Germany can be further searched. 

RESULTS

As soon as participants began submitting their flag selfies,

Shakira retweeted her favorite entries and shared them on

Facebook. In addition, collages of multiple photo entries were

also crafted during the individual matches to highlight the

teams facing off during the World Cup. Shakira was engaged

and connected to her fans in real-time, thanking those who

participated as well as ‘daring’ new fans to show their support

for their favorite teams. 

"Some key stats: A total of 3,780 participants made 6,994 image submissions between June 10 and June 16, 2014. June

14 got the highest number of participants at 1,153.

While 44% were Male and 56% were Female among Twitter

participants, Instagram Participants resulted in a ratio of 38%

Male and 62% Female, respectively.