CASE STUDY
TURNING POP CULTURE INTO PURPOSE: ALL-ACCESS HALL PASS LIVE X OPERATION SMILE
In a high-voltage fusion of music, media, and mission, SNA spearheaded the Communications and Media Strategy, Advertising, Digital Marketing, Content Creation for the All-Access Hall Pass Live: Who Came to Party for Operation Smile?!—a star-studded benefit concert featuring Sky Blu of LMFAO, Zendaya, Mac Miller, DJ Pauly D, and more. Powered by partners like KIIS FM and iHeartRadio, the experience mobilized celebrity talent, social buzz, and strategic media to raise awareness for Operation Smile’s life-changing work. From exclusive radio promos and fan contests to social media surges and viral press, the campaign united entertainment and philanthropy into one unforgettable cultural movement.
THEIR STORY
From Concert Dream To Global Impact
All-Access Hall Pass Live was conceived as a youth-driven concert experience, blending mainstream pop culture and charitable giving. SNA led the charge in curating a powerful entertainment platform that rallied influential music, TV, and dance stars to support life-changing surgeries for children worldwide.
THE CHALLENGE
Bringing together entertainment and philanthropy isn’t easy—especially when the goal is to make a global medical cause resonate with a young, pop culture-driven audience. SNA was tasked with creating a benefit concert experience that not only entertained but inspired action. With a tight timeline, high-profile talent, and the mission of Operation Smile at stake, the campaign needed to break through the media noise, capture hearts, and drive real engagement—both online and on the ground.
Key challenges included:
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Making Operation Smile’s global health mission relevant to Gen Z and millennial audiences.
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Creating a buzzworthy event that felt more like a must-attend party than a fundraiser.
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Coordinating multiple celebrity schedules and media outlets to maximize visibility.
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Driving ticket sales, donations, and fan participation in a short promotional window.
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Ensuring measurable impact across press, social media, and audience engagement.
THE SOLUTION
CHANNELS + SERVICES
To bridge the gap between pop culture and a powerful cause, SNA tailored a dynamic, multi-platform campaign that turned a benefit concert into a full-blown cultural moment. By tapping into the influence of chart-topping artists, beloved TV personalities, and top-tier media partners, the team built a high-energy experience that felt less like charity and more like the hottest ticket in town. Every element—from exclusive KIIS FM giveaways to surprise celebrity appearances—was designed to spark excitement, drive shareability, and shine a spotlight on Operation Smile’s mission.
Strategic solutions included:
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Booking major youth-driven talent like Sky Blu (LMFAO), Zendaya, Mac Miller, and DJ Pauly D to headline the event.
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Partnering with KIIS FM for exclusive promotions, contests, and backstage VIP experiences.
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Creating fan-forward content across Instagram, Twitter (X), Facebook, YouTube, and TikTok.
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Aligning with influencers, teen platforms, and entertainment media to generate organic buzz.
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Incorporating surprise celebrity presenters from trending shows to amplify visibility and social reach.
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Driving traffic to donation portals and Operation Smile's website through custom campaign links and radio mentions.
IMPACT IS IN THE NUMBERS
The All-Access Hall Pass Live generated powerful national visibility for Operation Smile, turning a benefit into a high-profile media moment. Premium coverage spanned top-tier television networks including CBS, NBC, CNBC, The CW, ABC, and FOX, alongside major radio and digital outlets like iHeartRadio, 102.7 KIIS FM, On-Air with Ryan Seacrest, Clevver TV, Yahoo!, and InTouch Weekly. The campaign extended beyond traditional media, with featured content on artists’ official websites—including Zendaya’s and Big Time Rush’s Kendall and Logan’s pages—as well as highly active fan communities. This multifaceted exposure generated massive awareness across the U.S., elevating Operation Smile’s mission to the forefront of mainstream youth culture and entertainment.
PERFORMANCE
110M+
36M+
2.8M
MEDIA IMPRESSIONS
SOCIAL MEDIA IMPRESSIONS
ENGAGEMENTS
14M
40+
300K
TRUE REACH
EARNED MEDIA
EMAIL/TEXT CAMPAIGN
SUBSCRIBERS
