Brief: to create excitement for the Dutch Film Festival and improve the image.

Challenge: how do we involve and activate a young, film-loving audience?

The campaign was built around a social media experiment: a live film, with direct influence by the Dutch audience who sent in their directions through Twitter.

The results

- A world's first! Attracting attention from consumer and the film industry

- More than 500.000 euro in measured PR value

- Worldwide trending topic

- 1 tweet per second during a 90 minutes (113 tweets implemented in movie)

- Close to 150.000 visitors to the festival