To promote Grease Live, a modern live broadcast of the classic film, Fox aimed to build excitement and engagement among fans leading up to and during the premiere. They sought to create an immersive, digital experience that would capture the spirit of the original movie while resonating with today’s audiences. Our task was to design a campaign that would generate buzz and foster authentic fan interaction.
The primary goal was to leverage social media’s potential to create genuine fan engagement, building trust and loyalty around the Grease Live event. Understanding the power of user-generated content (UGC), we needed to craft an experience that would encourage fans to participate and share, while still feeling true to the beloved Grease universe.
We began by identifying a vibrant community of modern-day “greasers”—fans who not only loved the movie but also embraced its cultural significance. Our approach focused on tapping into this sense of community and nostalgia, creating a platform where fans could immerse themselves in the Grease world. We aimed to blend modern digital tools with classic elements of the film, ensuring the experience would appeal to fans both old and new.
Our solution was the "Photo Day at Rydell High" campaign, an interactive web application that allowed fans to transform their photos into T-birds or Pink Ladies, placing themselves directly into the Grease universe. Users could create their own Rydell High yearbook photo, capturing fun, nostalgic moments that they could instantly share across social media using personalized, trackable links.
The choice to build a web-based app eliminated the need for downloads or sharing personal information, lowering barriers to participation and making it easier for fans to engage. Every detail of the app, from typography and colors to textures reminiscent of letterman jackets, was meticulously designed to capture the authentic aesthetic of Grease and create a seamless, nostalgic user experience.
The "Photo Day at Rydell High" campaign demonstrated the power of user-generated content and design-led experiences in driving fan engagement. By creating an immersive digital platform that resonated deeply with the Grease community, the campaign achieved outstanding results:
Our design-focused approach not only engaged fans but also fostered a sense of inclusion and nostalgia, enabling them to share in the excitement of Grease Live. The campaign’s success highlighted how thoughtful design and UGC can bring classic stories to life in new and engaging ways, solidifying the connection between the brand and its audience.
“La Visual is an exceptional agency for Product Design & UX/UI projects. They delivered a premium experience within an extremely tight timeline that delighted fans and drove impressive ROI for our business.”
– Marc Cittadino, VP, Content Marketing | FOX Broadcasting
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