Over the past year, Tumblr has grown to be one of the most popular platforms of the social web – particularly for teens and Millennials, who love using it for sharing GIFs, photos and jokes.
With more than 54 million users and a young user-base, brands have been dipping their toes in the Tumblr waters through the launch of several new blogs. In fact, Tumblr recently announced that it would begin selling ads on the platform to select brand partners.
360i client Coca-Cola launched their first foray into Tumblr with Happiness Is, a blog launched last year to connect with teens through visual inspiration and uplifting messaging. The brand is continuing to deepen its relationship with its growing community of teens on the platform through a new program introduced this week. The initiative offers teens specially designed Tumblr ‘themes’ (or skins to be used for their own blogs) crafted by some of their favorite celebrities.
The program will offer new themes – which teens can easily install on their own Tumblr pages –that will be designed by celebrities who worked with 360i directly to develop the style, colors and overall look and feel aligning with their personal styles.
The first theme, which debuted this week, was designed by singer-songwriter Jason Derulo, who partnered with Coca-Cola as part of Coca-Cola’s”Perfect Harmony” program. Viewers could submit and vote on lyrics that Derulo would eventually record into the song “Undefeated,” which he performed live on American Idol on May 22. 360i also worked with Derulo and Coca-Cola to host a Google+ Hangout with the artist and his biggest fans to drive awareness for the Perfect Harmony program.
The program is set to release a total of five celebrity themes over the course of the year. Fans can install Jason Derulo’s theme in the Tumblr Theme Garden. Look out for the next installments from the program set to hit later this summer.