We invited 31 contestants to “unleash their inner Frawg” by competing in the Frawg Challenge, a talent contest that was documented in 31 video clips outside a 7-Eleven store in Santa Monica, CA. Users were invited to go to frawgchallenge.com every day to vote for their favorite performances in a three-dimensional bracket where one of two contestants advanced to the next round. At the end of the 31 days, the winner was crowned on the site. The campaign was supported by a grassroots effort in which the contestants rallied support on social networks like My Space.
Screens:
7-11: Frawg Challenge
