Adapted from the “I’m Picking” campaign for the ESPN Tournament Challenge in 2014, I created a series of images for a national high school tournament, with each image sporting the logo for the various regions represented. All images were uploaded at the same time, with fans for each region spreading their respective image to friends and family in hopes to receive the most Likes. The campaign attracted traffic from 13 different cities across North America.



Countdowns are daily posts that serve as reminders to followers about an upcoming deadline or event. The goal of these countdowns is to both increase impressions and “hype” for whatever the campaign is promoting. These are generally limited to 5-10 days to prevent any wearing down of novelty and appearance of spam.


There are a few tactics being used in this specific post. The description makes specific reference to the couple’s nationalities, serving as a connection for potential audience members of those nationalities. The photo itself is shot with a wide lens and edited to bring in as much color as possible. The subjects of the photo were both tagged, placing the photo onto the mini-feeds of the friends of the subjects. A small budget was added to boost the post for the initial days of posting, increasing the likelihood of friends and family interacting with the post.

The result was 63,000+ impressions (with 93% of the impressions being organic), nearly 1,600 reactions, and 150+ shares for a page that has 490 followers.



Similar to many collegiate athletics pages, the Defend The Throne campaign consisted of daily postings highlighting members of a team in a national high school tournament. Photos were taken and edited (using the Dragan Effect and selective coloring) to give a dramatic look. The team’s colors were then overlaid to promote team spirit.


This was done while Snapchat was in its infancy. At a large event, we had participants send Snaps to the organization’s Snapchat account. Using the iOS jailbreak tweak “Phantom,” I downloaded all photos and video sent to the organization’s account and posted them onto Facebook for participants to enjoy. We were also able to post submissions onto the organization’s own story for Snapchat viewers. This increased traffic to both Snapchat and Facebook channels.


Viewers and participants were encouraged to record a 6 second video clip (otherwise known as a “Vine,” named after the app) and send it to the organization’s account to compete against other entries. The top Vines were shared on Facebook, Twitter, and Vine. This multi-channel promotion increased engagement on all three platforms.