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Lionsgate

BUILDING MOMENTUM FOR A FEATURE FILM
How we help a feature film build momentum and stimulate conversations through highly targeted digital advertising and influencer marketing.
SUMMARY

This major Hollywood studio wanted to create unique, highly targeted digital branding and partnership experiences that drive awareness and purchase intent for a new feature film.

OUR ROLES

Research
Digital Strategy
Integrated Media
Influencer Marketing
Digital Advertising
Contest & Sweepstakes
Analytics

CHALLENGE

Target relevant broadcast/journalists, print, AA digital outlets, AA bloggers, AA vloggers and AA newsletters across entertainment/arts, film groups, faith, political, moms and more to build and stimulate chatter as well as editorial placements for this feature film.
Digital Delane developed a digital strategy that leveraged talent, influencers, and owned properties to stimulate conversations in support of the film and it’s core themes.

DISCOVERY

Digital Delane developed a digital strategy that leveraged talent, influencers, and owned properties to stimulate conversations in support of the film and it’s core themes.

SOLUTION

LEVERAGE THE STAR-STUDDED CAST

Leverage talent and executive reach, influencer databases, compelling social graphics, interactive social messaging and blogger outreach to stimulate conversations in support of the film and it’s core themes.

Over 68MM+ impressions generated to date! Target relevant broadcast/journalists (including network, syndicated, local cable, online, satellite, digital), print (dailies, weeklies, national magazines, AA community papers, AA freelance/syndicated journalists), AA digital outlets, AA bloggers, AA vloggers and AA newsletters across entertainment/arts, film groups, faith, political, moms and more to build and stimulate chatter as well as editorial placements on sites like:

Digital/Social Media/ePR

Over 68MM+ impressions generated to date! Target relevant broadcast/journalists (including network, syndicated, local cable, online, satellite, digital), print (dailies, weeklies, national magazines, AA community papers, AA freelance/syndicated journalists), AA digital outlets, AA bloggers, AA vloggers and AA newsletters across entertainment/arts, film groups, faith, political, moms and more to build and stimulate chatter as well as editorial placements on sites like:

DIGITAL ADVERTISING

We created an Adwords campaign that reach niche websites and blogs targeting African-Americans.

TRAILER PREMIERE

A day following the Yahoo! premiere, a trailer push was coordinated with cast and the client celebrity network so seed messages to consumers, moviegoers and fans. Combined trailer push with client FB pages generated more than 3.3 million Facebook impressions as well as the trailer has received more than 26.5k YouTube views!
Secured a trailer premiere via Yahoo! Movies on 11/19/13 which garnered movies home page placement as well as social media support across Yahoo!’s Facebook and Twitter channels. Launch was supported with a coordinated effort across Codeblack, Lionsgate and key talent channels.

Day following our Yahoo! premiere, a trailer push was coordinated with cast and our Codeblack celebrity network so seed messages to consumers, moviegoers and fans. Combined trailer push with Codeblack FB pages generated more than 3.3 million Facebook impressions as well as the trailer has received more than 26.5k YouTube views!

INFLUENCER OUTREACH

Through our affiliated or sponsored network of online influencers we executed editorial integrations within their content being delivered to their actively engaged audience across communities like Facebook Twitter, Instagram, YouTube.

SOCIAL MEDIA

Communication on social is a two-way street. We know how to engage your audience in a way that builds trust, resulting in long-term meaningful relationships and powerful customer interactions.
RECURRING WEEKLY THEMES – Dec 2 to Jan 24

  • Monday – Manic Mondays (psychological/personality test/ink blot pics/crazy-quirky things), #MondayBlues
  • Tuesday – Trivia Tuesdays, Truthful Tuesdays
  • Wednesday – Wisdom Wednesdays, Wellness Wednesdays
  • Thursday – Throwback Thursday, Caption This
  • Friday – Friend Friday (#FF), Fear Friday
  • Saturday – Social Saturdays, Black History Highlights (February-only)
  • Sunday – Spiritual/Faith/Buddhist messaging

Look to engage and build an audience for the film by tapping into relevant social media networks and platforms (with posts, memes, contests and messaging). Official hashtag: #SeekRepentance

Core focus placed on Codeblack social pages which already have a tremendous and active following with very-high engagement. Combined social media reach of more than 976,990, excluding Lionsgate social media, celebrity pages, reposts, shares and retweets.

Character Themed Memes:

Karma Themed Memes:

Influencer Marketing

Core focus placed on Codeblack social pages which already have a tremendous and active following with very-high engagement. Combined social media reach of more than 976,990, excluding Lionsgate social media, celebrity pages, reposts, shares and retweets.

Our Results

Establishing relationship through our network of online influencers and targeted digital campaigns helped the feature film drive awareness, reach more audiences and spark online conversations./span>

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MM+
Ad Impressions
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Influencers Targeted
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Social Engagements
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Trailer Views

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