DEMI LOVATO’S yOUTUBE PREMIERE
SIMPLY COMPLICATED
To promote the launch of Demi Lovato's documentary, "Simply Complicated", YouTube create a one-of-a-kind, Lovatics fan experience.
Custom Simply Complicated Micro-site (mobile and desktop).
200 Fans were given the opportunity to participate in the world premiere through an interactive experience that included exclusive red carpet access, sneak peak of the documentary and a private performance.
10 VIP fans and their plus 1’s were selected to participate in a VIP experience before attending the premiere at The Fonda.
xclusive access to the red carpet, premiere and performance.
Branded chalkboard kits to write a message about the documentary and/or pre-designed fan posters they could identify with to use to wave on the red carpet.
Branded hashtag and microsite stickers to encourage social sharing before and after the premiere.
Hosted red carpet experience with Demi-inspired games and PopSocket prizes.
A dedicated viewing area on the red carpet to see Demi up-close upon arrival.
Passed snacks and beverages by BAs to keep them energized and hyped.
Reserved seating in the Fonda theater.
Premiere of Simply Complicated + surprise performance.
Red carpet host, Andrea Cransler, was given a 3 hour run-of-show game-packed full of Demi-inspired activities (trivia, sing-a-long and finish the lyric contest) to keep fans engaged, inspired and energized.
BA’s handed out water and snacks, while encouraging fans to check out the Demi microsite.
Fans were given customized PopSockets as prizes for participating in these activities and for generating their own #SimplyComplicated memes via the microsite.
Surprise visit and photo opportunity with Demi on the red carpet.
A private penthouse suite at The Dream Hollywood.
Custom bites and sips.
Hair and makeup sessions from The Glam App with Ulta take-home products.
A 1:1 photoshoot with a celebrity Hollywood photographer Michael Bezjian.
Exclusive Simply Complicated gift bag with a branded hoodie, hat, tote bag, Ulta hair and makeup products, and more.
A private Social Media Confessional for them to share their own personal journey and what makes them complicated across their social platforms.
Dinner at Hollywood hot-spot Beauty & Essex.
Private security details and car service to event.
Exclusive VIP fan only meet-and-greet with Demi.
Premiere of Simply Complicated + surprise performance.
A custom premier confessional was created within the suite for VIP fans to share their experience on their social platform. A Demi quote was used as a front-facing decal to the confessional, giving fans inspiration and encouragement to share.