Augmented Reality
Tiktok Effect
Instagram Filter
Brand Effect
Client
Baylor Scott & White Health
Overview
Building on the overwhelming success of Baylor Scott & White Health’s initial partnership with the Dallas Stars, the PhenomeN’Otter campaign was a bold, interactive initiative designed to redefine fan engagement. Centered on Jake Oettinger’s superhero alter ego, the PhenomeN’Otter, the campaign featured a retro cartoon action film, a catchy theme song, and an AR filter that allowed fans to transform into the mascot. This playful yet impactful campaign elevated fan interaction while shifting perceptions of healthcare as a source of empowerment.
Client
Baylor Scott & White Health
Industry
Sports Sponsorships
Agency
Subvrsive
Duration
4 Weeks
My Role
Experience Design Lead
UX/UI Leadership
Type
Brand Effect
The Result
540M
impressions across social and earned media platforms.
2x
value of earned media more than double paid media
12%
increase in awareness of Baylor Scott & White Health among Dallas Stars fans.
The Challenge
The goal for year two of the partnership was clear: outdo the success of the initial campaign. The Dallas Stars and Baylor Scott & White Health aimed to craft a campaign that went beyond traditional marketing to create a cultural phenomenon, increasing brand awareness and fan engagement.
The Solution
By using AR as a key tool, the campaign bridged the gap between traditional storytelling and modern fan interaction, creating a uniquely engaging experience that resonated across platforms. The PhenomeN’Otter campaign leveraged augmented reality (AR) as a centerpiece to drive fan interaction and engagement. Recognizing the potential of AR to create personalized and shareable experiences, we developed custom filters for TikTok and Snapchat that allowed fans to transform themselves into the PhenomeN’Otter, Jake Oettinger’s superhero alter ego. The filters tied directly to the campaign’s theme, seamlessly blending with the retro cartoon action film and theme song. Fans eagerly shared their transformed PhenomeN’Otter selves across social media, amplifying the campaign’s reach and driving user-generated content.
