Work done while employed by global public relations firm Weber Shandwick.
The ask: Raise awareness of the brand with tween girls aging into the demographic.
The strategy: Tapping into the brand's rich IP of characters and mythology, we created a completely new and gotta-share-it story arc—the first-ever Monster High Prom.
The Monster High Prom Deadquarters served as an innovative, long-form piece of interactive fiction that unspooled over the course of six weeks, told in “social media posts” from the Monster High characters. As the characters prepared for prom, fans could follow along, becoming immersed in the drama. New posts emerged in “real-time” so fans felt like they were right in the middle of the action.
Users could join prom planning committees and vote on big decisions – deadcorations, a bite to eat, song of the night and who will be the prom king and queen.
The six weeks of fun led all the way up to the day of prom, Friday the 13th.
My role: Create the concept execution, create the story outline, research characters for voice accuracy, write all copy including social posts and audience responses, ads, etc.