Sold out Gen-Z Show in 3 cities. A cultural moment boosted 53% in brand engagement.

Overview

Verizon wanted to connect with young Black audiences through music during HBCU Homecoming season. REVOLT partnered with By Default as its embedded creative agency to develop the full campaign brand identity, interactive digital experience, AR social filters, marketing collateral, and branded merchandise for the "Back In Session" HBCU Tour.

We built a complete campaign from scratch in 10 weeks. A custom interactive RSVP site drove 5,000+ sign-ups and a 53% engagement rate. Custom AR Instagram and TikTok filters gave attendees a way to create and share branded content natively with friends and as keepsake memorabilia. The tour sold out across Houston, D.C., and Atlanta.

Approach

This audience lives online first. A physical event with standard marketing wasn't going to cut it. The digital experience had to feel as alive as the event itself.

We built every touchpoint around one strategic decision: bridge physical and digital experience so the campaign felt native to how this audience actually discovers, engages, and shares.

The visual identity rooted itself in HBCU culture. Hand-drawn illustrations from a Black university student were integrated into the campaign brand identity with animated iconography, vibrant neon colours against black and white, bold typography. Every element felt like it belonged to the community, not to a brand trying to perform in it.

Outcomes

The RSVP website wasn't a standard form. It was an interactive, city-specific destination with video content, artist lineups, and location-based colour palettes for each city. The AR filters were yearbook-themed participation tools with face-tracking stickers, personalisation prompts, and switchable doodle themes, built for the way Gen-Z creates and shares content on socials.

Physical merchandise matched the digital energy. Location-based animated social flyers. Branded merchandise including cups, wristbands, lanyards, and event passes. All of it built from scratch in 10 weeks.

22,801 interaction clicks at a 53% engagement rate. 5,000+ RSVPs. 69% video play rate. The tour sold out across Houston, D.C., and Atlanta. Idea to launch in 10 weeks.