Freeform Launch Event

Freeform (formerly ABC Family) celebrated the notion of transformation by turning fans’ social media DNA into one-of-a-kind, 3D art and wearable designs.

1.7B

estimated social impressions

65K

social media follows for Freeform

Thousands

of bracelets printed

Challenge

Freeform wanted to promote their launch with the ABC Family fan base and create excitement around the upcoming premieres of Pretty Little Liars and Shadowhunters.

Strategy

Because the Freeform audience likes to showcase their individuality and self-expression through social media, we decided to give them something truly unique, unexpected and highly shareable.

Execution

We invited fans to tweet at Freeform with a designated hashtag to see their unique social DNA “reading.” We used a proprietary algorithm to analyze fans’ tweets and partnered with 3D artists to translate the results into unique bracelet designs. Fans received an animated GIF of their design, and thousands of randomly selected winners received a 3D-printed edition. On launch day, Freeform livestreamed from a celebrity-filled party, where bracelets were 3D-printed in real time.