Displaying Our Detroit Pride With the “I Love Detroit” Contest.

How do you motivate residents to share their love for Detroit through social media and generate awareness for a property, leading to community engagement?

Our Approach

Garden Court Condominiums, one of Detroit’s most iconic living destinations owned by Farbman Group, wanted to create buzz for its property while highlighting the exciting, unique and often unnoticed places and events taking place throughout Detroit.

Identity developed the “I Love Detroit!” video contest for participants to submit a two-minute video creatively showcasing why they love Detroit. The grand prize winner received one year of free rent to chronicle her experience living in Detroit online. A panel of notable Detroit broadcast media and digital personalities helped select the winner.

In only 30 days, people from all around the world submitted dozens of videos to a custom contest website. The initiative also generated previously unseen traffic numbers for the Garden Court Condominium website. Additionally, our team coordinated a rooftop reveal party to announce the winner to more than 100 attendees, creating additional coverage for the contest with dozens of media members and bloggers in attendance. Direct sales inquiries resulted from the program’s brand awareness efforts, resulting in an overwhelmingly positive experience for both Garden Court Condominiums and Farbman Group.

What We Did

Identity deployed the following strategies and tactics in order to achieve success:

  • Media Relations & Marketing

    • Media Relations
    • Executive Communications
    • Event Strategy and Support
    • Vendor Management
    • Community Relations
  • Social Media

    • Social Strategy Development
    • Community Management
    • Digital Content Creation
    • Influencer Relations
    • Social Media Analytics


  • 20+ local and regional media stories secured
  • 50 videos submitted to contest website
  • 48,000views to the custom contest website
  • 23,000 video views of participants’ entries