SoBe’s media placement in the iPad version of the Sports Illustrated: Swimsuit Issue had to wow viewers and drive awareness around SoBe’s new flavor of Lifewater.
The HTML5 game play was a rich, interactive experience that utilized visually stunning and steamy photos of Jessica Szohr, SoBe’s 2011 Skinsuit model. Users could zoom in on video footage of Jessica, shot in the Costa Rican jungles, and actually become the photographer—taking all the wide and close-up shots they wanted. As users snapped candids of Jessica, their efforts were captured in a gallery that could then be shared through Facebook and Twitter.
It was an ambitious endeavor, but a welcome challenge for the Firstborn team of skilled developers who are always hungry to push the envelope.