SANTA MONICA — Integrated production company Tool (www.toolofna.com) and T-Mobile’s social-media agency Big Fuel teamed up to deliver the mobile carrier’s first-of-its-kind social Super Bowl campaign that connects Twitter users directly with Kim Kardashian (#KimsDataStash).
The campaign leverages Tool director Jason Nickel’s proprietary dynamic video platform, Imposium, and asks Twitter users to watch a :30 film that becomes personalized with connection to each user’s Twitter account. The film integrates the user’s handle and ends with them receiving a tweet from Kim with exclusive content. The joint effort resulted in a unique technological accomplishment in social media, with video that dynamically renders cross-platform in under :20.