Shakira “She Wolf”

Decon was tapped by Epic Records to handle the launch of Latin singing sensation Shakira’s much anticipated single, “She Wolf.” We approached the opportunity with a creative bend and developed an integrated campaign revolved around a fictitious character, “She Wolf Hunter”. We gave our character a Blog, a Twitter feed, and a YouTube channel. We then shot three viral videos released over the period of a month showing the “She Wolf” on the attack.  The campaign was supported by street team activation – snipes, stenciling, and stickering in top markets. More than 10,000 fans created their own “attack” videos and photos, with total views topping 5mm.  Press included multiple broadcast and print outlets, including Univision, BlackBook and Blogs such as PerezHilton.com. Our YouTube channel was the #15 most subscribed channel in its opening week and we gained more than 1,500 Twitter followers in the first week.