Jason Harris and his Mekanism team certainly know about viral success. The agency’s “It’s On Us” initiative, created for the Obama administration to put an end to sexual assault on college campuses, was featured during this year’s Oscars ceremony. The cross-platform campaign has included social, digital, print, broadcast and live elements, including a PSA that was the #1 video on YouTube with over 3 million views and Twitter trending topics that surpassed 2 billion total impressions. To date, over 300,000 people have taken the initiative’s online pledge.
“The story part is never going to change,” said Harris, who serves as both president and CEO of Mekanism. “You need to come up with a big idea and crack it, create content around that big idea and then figure out a way to drive an audience to it.”
We sat down with Harris to talk about strategy, ideas, content production, and storytelling for emerging media in the latest installment of our Shocase PRESENTS video series.
Watch both parts of our interview below:
Future episodes of Shocase PRESENTS will feature graphic design titan Kit Hinrichs and immersive event and festival producer Dream Rockwell. Past episodes have included Chuck McBride, chief creative officer of Cutwater and YouTube marketing expert Brendan Gahan.