Dive Brief:

• Evian is extending the seventh iteration of its baby-themed "Live young" campaign — called "Oversize" — as part of its sponsoring of the US Open, according to a press release. The expanded effort adds a number of out-of-home (OOH) and social media integrations. 
• The bottled water brand is installing larger-than-life tennis-themed photo booths in Flushing Meadows, New York City, where visitors to the grand slam tennis tournament can shoot personalized GIFs, upload them immediately to their smartphones and then share on social media channels Facebook, Instagram and Twitter. Those who do share have a chance to win prizes like autographed tennis apparel from the brand ambassadors promoting "Oversize." 
• The US Open campaign was created by BETC Paris and features global tennis ambassadors transforming into baby versions of themselves after drinking Evian in clips that will appear on Instagram and also home digital screens in Manhattan during the tournament, leveraging geo- and time-targeting technology. The pros featured include Maria Sharapova, Madison Keys, Stan Wawrinka and Lucas Pouille. 

Dive Insight:

Evian's building on the Oversize campaign fits into the effort's initial vision of focusing on social media and digital over traditional TV. That includes leveraging trendy marketing tactics, with out-of-home activations at the tournament site that integrate with digital channels via shareable GIFs, along with additional Instagram content from the brand. 

Placing the photo booths at the US Open will likely lead to high foot traffic and boost Evian's mindshare as visitors post their GIF creations on social media. The brand is also brought Oversize activations to a gala cocktail party hosted with media partner Vanity Fair on Thursday, with decor hinting at the campaign, per the release. 

Oversize, which first rolled out in March, includes Snapcodes printed on Evian bottles to unlock Snapchat lenses and filters. At the time of the campaign's launch, Patricia Oliva, Evian's global marketing director, told The Drum that the brand believes the digital media around the campaign was stronger than TV, stating the Oversized concept didn't require the latter channel to be successful because it was designed as "super interactive."