Nabisco leveraged One Direction’s superstar status by sponsoring the band’s 2013 US tour and mobile app. As the band toured the country from city to city, Nabisco needed to engage its “hard to impress” mobile audience at just the right moment.

Through Gravity’s advanced geo-targeting and Creative Messaging technology, Nabisco electrified fans with personalized fake phone calls from 1D-fan heartthrob Harry Styles.

As the band arrived in tour cities, Gravity triggered location-specific push notifications with incoming “calls” featuring audio recordings of the band, thanking fans for their support and driving to a sweepstakes to win VIP concert tickets that night.