CASE STUDY: ROADSHOW FILMS
BACKGROUND & OBJECTIVE
In late 2014 Roadshow Films, the Australian distributer of the Warner Bros./ Village Roadshow Pictures Hollywood disaster movie 'Into The Storm’ approached us with a brief.
They were looking for a content led marketing approach for the Australian cinema release of the film that would add an additional level of buzz and exposure to their traditional above-the-line campaign.
Now as movie buffs we based our insight for this brief on personal experience. Whenever there was a hostage situation in the news, we felt an innate desire to watch a hostage movie. Same went for a big robbery... we felt a need to watch a heist film. And the same went again for natural disasters and our desire to watch an end of the world natural disaster movies. We recognised, that at least in our own experience, there was a direct correlation between trending news stories and our desire to consume media based on that subject matter.
So what if we could inject a news story, a fake news story, into the media, to get Tornado’s back in the headlines?
To create a news worthy viral that gave the Hollywood tornado movie a uniquely Australian twist. Now unfortunately, natural disasters usually come with a bad news story, so we set out to create our own, one that was a little more fun and a little less serious.
In just over a week and with absolutely no paid media to promote it, the YouTube video reached over 4 million views and spread across the globe through online and mainstream media. Most importantly, we made headlines in prime time news in the Australian market in the week leading into the films release.
In addition, display and pre-roll advertising was purchased across the YouTube channel tying the video to the films release in a subtle way, as if to look like a targeted news ad campaign.
This viral has since amassed over 17 million views to date and won Gold for Best Viral Campaign at the 2015 Golden Trailer Awards in LA.
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